Under Armour

Sportswear from Baltimore

Under Armour is an American sportswear company known for moisture-wicking athletic apparel, particularly compression shirts designed to be worn under uniforms.

Founded in 1996, the brand expanded from performance base layers to footwear, accessories, and general athletic wear.

The distinctive spelling with the British "-our" was chosen to secure a toll-free phone number.

Related

sportswear · fit · Stephen Curry · sneakers · brand · shorts · hoodie · athleticwear · athletic wear · sponsorship deals · sweat · footwear · activewear · performance gear · workout gear · gym clothes · logo · I will

Categories
Opposites
brand positioning and market segment

Under ArmourNike

Triumph personified

Adidas · Lululemon · Hanes · market leaders · Champion

performance vs. casual wear

Under Armourloungewear

Casual clothes for relaxing

casual wear · streetwear · athleisure · pajamas · Lululemon

brand aesthetic and cultural identity

Under ArmourBrooks Brothers

Heritage American clothier

Ralph Lauren · Lacoste · L.L. Bean · classic Americana

Family

garment, armour

Familiarity
Top 200,000
Profile
Known to kids · Mostly American · Concrete · Everyday, not technical · Rated G