History of Under Armour in Timeline

By Popular Timelines Editorial Team · Updated: March 27, 2025

Under Armour is an American sportswear company based in Baltimore, Maryland, known for manufacturing footwear and apparel. The company is a prominent player in the athletic apparel industry, competing with giants like Nike and Adidas. Its focus on performance-enhancing gear has resonated with athletes and fitness enthusiasts.

2012: Sponsorship of Baseball Factory's Premium Video Program

As of 2012, Under Armour became the sponsor of the Baseball Factory's "Premium Video Program", which organizes more than 100 events for youth athletes in the U.S. each year.

2015: Under Armour Fitness Performance Center Plans

In 2015, Under Armour announced plans for its new Under Armour Fitness Performance Center powered by FX Studios in Baltimore. The planned location in the Bank of America Building lobby involved covering historic murals with artificial turf, sparking controversy due to the use of tax credits for historical restoration.

2015: Accounting Under Scrutiny

In 2015, Under Armour's accounting practices were among those being reviewed by the U.S. Securities and Exchange Commission, and were later referenced in a July 2020 confirmation by the company following the issuing of Wells Notices.

January 2016: Marketing Campaign Featuring Woman Hunter

In January 2016, Under Armour started a marketing campaign, which included featuring a woman hunter named Sarah Bowmar.

August 2016: Controversy Over Bear Spearing Video

In August 2016, a video of Sarah Bowmar's husband spearing a bear went viral, resulting in worldwide criticism of Under Armour and the termination of its contract with Bowmar.

2016: Accounting Under Scrutiny

In 2016, Under Armour's accounting practices were among those being reviewed by the U.S. Securities and Exchange Commission, and were later referenced in a July 2020 confirmation by the company following the issuing of Wells Notices.

February 7, 2017: CEO Support for Trump Administration

On February 7, 2017, Under Armour CEO Kevin Plank publicly expressed his support for the Trump administration.

August 14, 2017: Plank Leaves Trump's Manufacturing Council

On August 14, 2017, Kevin Plank resigned from Trump's Manufacturing Jobs Initiative Council due to backlash over Trump's response to events in Charlottesville, Virginia.

June 2018: Flammability Concerns

In June 2018, a Facebook post claimed that Under Armour clothing was flammable and caused burn injuries to a child. A prior study indicated higher burn injury risk compared to other undergarments.

November 2019: SEC Scrutiny of Accounting Policies

In November 2019, the U.S. Securities and Exchange Commission revealed that Under Armour's accounting policies had been under scrutiny for over two years.

July 2020: SEC Wells Notices

In July 2020, Under Armour confirmed receiving Wells Notices from the U.S. Securities and Exchange Commission regarding its accounting practices in 2015 and 2016.