The shirt that started it all. It was soft. It was skin-tight. It was stretchy. And, most importantly, it wicked sweat faster than anything else out there, keeping athletes cool, dry and light.
Heatgear® for When It's Hot & Coldgear® for When It's Cold
After delivering on the keep-you-cool promise of HeatGear® with the first T-shirt, Under Armour introduced its now-famous ColdGear® fabric, which keeps athletes warm, dry, and light in cold conditions, and then AllSeasonGear®, which keeps athletes comfortable between the extremes.
The Move to Baltimore
Under Armour moved operations from a rowhouse in the Georgetown neighborhood of Washington, DC, which belonged to Kevin Plank’s grandmother, to an all-new headquarters and warehouse in Baltimore, MD, the city it has called home ever since.
Under Armour’s first national television ad, the now-legendary Protect this House® commercial, featured former University of Maryland football standout Eric "Big E" Ogbogu. The ad established Under Armour as the authentic voice for the next generation, and introduced the concept of “WILL,” a theme that remains an undeniable part of the Brand’s DNA.
Under Armour went public on November 17, 2005, trading at NASDAQ under “UARM” and becoming the first U.S.-based initial public offering in five years to double on its first day of trading.
Under Armour made the leap into footwear with the introduction of its first line of football cleats. The Brand captured a 23 percent share of the market in its first year and became the official footwear supplier to the NFL.
Under Armour’s first Brand House retail store opened in Annapolis, MD.
BILLION DOLLAR BRAND
By nearly quadrupling its revenues in a five-year period, Under Armour surpassed $1 billion in annual revenue just 15 years after the company’s founding in Kevin Plank's grandma’s basement. Kevin Plank marked the occasion by signing the shipping box that made the milestone purchase.
Through the acquisitions of fitness app companies MapMyRun, Endomondo, and MyFitnessPal, Under Armour built the world’s largest digital fitness and wellness community.
This new pinnacle cushioning system for Under Armour footwear is not only soft enough to absorb impact, but it also returns energy and pushes you back up so it feels like zero gravity. Under Armour, 1. Gravity, 0.
Curry Brand Launch
Under Armour, in partnership with NBA champion and MVP Stephen Curry, announced the creation and launch of the Curry Brand, a purpose-led performance brand with a mission to ensure every young person has equitable access to sport.
Patrik Frisk Becomes CEO
Patrik Frisk became Under Armour’s CEO & President, marking a handover from Kevin Plank who served as CEO since he founded the company in 1996. Patrik, who joined the company in 2017 as President & COO, advanced Under Armour’s enterprise-wide operational excellence, and his steadfast leadership was crucial to strengthening Under Armour’s foundation and positioning the company for the next growth phase.
Access to Sport
Under Armour believes everyone deserves the right to engage in sport. The company announced their long-term commitment of resources, focus and energy: To break down barriers for those who strive for more by creating opportunities for millions of youth to engage in sport by 2030.
A legendary example of the dedication and focused mindset needed to turn a passion into an accomplished career, Tom Brady took a moment to in an emotional beach-side video to let his fans know that he was "retiring for good."
Back for its 15th year, Under Armour gathered 26 of the best high school volleyball players and top 100+ high school football players in the nation in Orlando, Florida for its annual UA Next All-America Week. Providing a unique mix of world-class experiences and accommodations, access to elite instruction and coaching, and next level competition and exposure for these athletes, the week-long experience provided the next generation of athletes with an opportunity to elevate their mental and physical game.
Under Armour is empowering and motivating athletes everywhere to harness that “Real Tough” mindset and level up to their goals this year by teaming up with three UA athletes who know a thing or two about pushing past their limits. Brooklyn guard Seth Curry, gold medalist and volleyball player Jordan Thompson and Netherlands Track & Field para-athlete Fleur Jong, are showing athletes everywhere how they find their “Real Tough” mindset in a series of inspiring content that provides a rare look at the inner mantras that drive them, the physicality of their training and the unwavering dedication they maintain to perform at their best.
Under Armour and NC State have launched a new partnership that will support student development, commercialize research, and advance textile and materials innovation across the apparel, footwear, and accessories industry.
Today athletes are faced with challenges both on and off the field. Spurred by social media there is more noise than ever and the youth athletes of today are faced with comparisons at every turn. Rising above the noise, the most confident athletes all have one thing in common - they forge their own path to greatness.
On Sunday, November 6, Sharon Lokedi, of UA Mission Run Dark Sky Distance won the 2022 New York City Marathon wearing the UA Flow Velociti Elite, with a time of 2:23:23. Traditionally specializing in the 5k and 10k distances, the NYC Marathon was Lokedi’s marathon debut and a celebration of a long journey to compete, benchmarked by improved training and racing results over the past eight months.
Under Armour aims to inspire athletes with performance solutions they never knew they needed and now can’t imagine living without. Listening to our athletes and making their problems ours to solve, UA set out to develop a multi-dimensional shoe that can become what the athlete needs it to be exactly when they need it. The result was UA SlipSpeed™ - a performance trainer with a convertible heel design.
Hype Headquarters is just one piece of Under Armour’s larger Access to Sport commitment to break down barriers and create opportunities for millions of youth to engage in sport. Through this event and future efforts, the brand has committed to increasing equity in sport by providing more youth athletes with game-changing product solutions. This event kicks off a multi-year initiative designed to help 1,200 young female athletes during its first year.
This season was a remarkable one for Stephen Curry as he continued to reach new heights in his basketball career. After cementing himself as the best three-point shooter in league history, Stephen took home his fourth NBA Championship title and unanimously clinched the honor of Finals MVP. It’s only fitting that he will top off the year by eclipsing another milestone: the launch of the Curry Flow 10 – his tenth signature shoe with Under Armour and third under Curry Brand.
Diversity, equity, and inclusion are foundational to every industry. Yet these terms are almost exclusively used in corporate offices and boardrooms. While private businesses appoint board members with diverse backgrounds and create action plans, the sports world is being left in the dust.
The Project Rock Black Adam Training Collection is inspired by Dwayne’s ferocious dedication and relentless passion for his craft. Like Black Adam himself, the collection represents grit, determination, hard work and most importantly, disruption; and aims to inspire athletes to disrupt the status quo in their own lives, in and outside of the gym.
The steps of the female athlete are freshly-pioneered and all her own. Female basketball stars set a new course for the sport every time they step onto the court—their direction unmoored by men’s sports. There may be no better example than women’s basketball. In recent years, it’s become an entirely new game. As players move towards a position-less role and star power on the court increases, female athletes need a versatile shoe that not only heightens their performance but shows off their style and personality. Enter the UA Flow Breakthru 3: innovative footwear tailored to the specific needs and individual expression of female MVPs on the basketball court. Few players exemplify this combination of personal style and gametime performance like the face of this third generation shoe, power forward and NCAA Champion Aliyah Boston.
Comparisons aren’t the same thing as motivation. In fact, comparing athletes to one another distracts from the unique qualities that make an individual perfectly suited for greatness. But what happens when you can’t escape these expectations? What if you’re born into an athletic legacy but want to pave your own path? Through the new Athlete No One Saw Coming campaign, Under Armour wants youth athletes to focus on their own game and block out the toxic comparisons they’re faced with each day. No athlete is more familiar with this pressure than Gold Medalist Jordan Thompson.
A segment on a sports show. A whisper on the sideline. A post on a social media feed. Athletes experience comparisons everywhere concerning just about anything—their form, their record, their presence on the team. Which All-Star do they most resemble? How does their technique stack up to the Greats? Will they be the GOAT or a bust? Comparisons are no longer used for context, they’re now confused with competition. Combating this long-standing and increasingly toxic trend, Under Armour has created a rallying cry to fuel self-confidence in youth athletes by empowering them to Be The Athlete No One Saw Coming in their latest campaign. Focused on encouraging young athletes to look beyond the comparisons and focus on their biggest competition - the athlete in the mirror - the campaign marks another important milestone in Under Armour’s ongoing mission to make athletes better.
Under Armour introduces the all new UA HOVR™ Phantom 3: a neutral, responsive running shoe designed for specialty athletes training to compete—those who would do anything to improve in the offseason so they may perform at their best in season. Fully tested and validated by UA Athletes, the UA HOVR™ Phantom 3 maintains the Phantom’s reputation as UA’s most versatile running shoe. It delivers the speed and propulsion that athletes demand from a performance running shoe while maintaining the comfort and stability needed from a training shoe. In developing the UA HOVR Phantom 3, the footwear design team analyzed the demands of the sport-driven athlete who is hitting the pavement through short runs and intervals as part of a comprehensive training regimen. The HOVR Phantom 3 seamlessly transitions from treadmill to gym, making it a must have for athletes who run for sport.
Curry Brand, powered by Under Armour, is taking on its ninth court refurbishment at the Ada Jenkins Center in Davidson, North Carolina, as part of the brand’s mission to impact 100,000 youth and renovate 20 safe places to play by 2025. The project kicked off at a special time for Stephen, as he returned to his alma mater to be inducted into the Davidson College Hall of Fame and receive his diploma. The court will be refurbished in partnership with Stephen and Ayesha’s Eat. Learn. Play. Foundation and The Summit Foundation, both of which share Curry Brand’s mission of ensuring all kids have access to safe places to play.
On August 12, Under Armour hosted its Elite 24 event in Chicago, bringing together 48 of the nation’s best rising boy’s and girl’s high school basketball players. As a brand dedicated to supporting the next generation of athletes, Elite 24 provided a venue for the future’s brightest stars to showcase their skills on the national stage and rise to the ranks of the nation’s top high school performers on the court.
Today, more than 70 kids received the surprise of their lives when four-time NBA Champion Stephen Curry and entertainment icon Snoop Dogg unveiled a newly refurbished basketball court at the Boys & Girls Clubs of Long Beach facility in Martin Luther King, Jr. Park. While the court had spent years in need of repair, it shined during today’s unveiling as kids took to the hardwood for the first time in more than a month to engage in hands-on skills programming through the support of Curry Brand, powered by Under Armour, on its mission to impact 100,000 youth and renovate 20 safe places to play by 2025. Since the launch of Curry Brand in 2020, Stephen and Snoop have been ideating ways they could collaborate and combine their shared passion for providing access to youth sports. Over the past two years, they remained close as they brought their vision to life, utilizing their collective platforms to make a meaningful impact in the lives of others.
Following a two-year hiatus, Stephen Curry’s hands-on training camp returned for the top high school basketball players in the country. One of the many ways Stephen gives back to the game he loves, Curry Camp provides mentoring for elite youth basketball athletes, empowering them on their journey to compete. The four-time NBA champion personally invited 26 boys and girls from across the country to receive 1:1 coaching from the three-point king himself alongside a star-studded roster of coaches and trainers. Campers had the opportunity to show off their skills while practicing and playing with some of the sport’s best, including former Los Angeles Lakers player Kent Bazemore and recently retired Davidson College head basketball coach Bob McKillop, who also served as Stephen’s coach while at Davidson from 2006-2009.
In recent years, the running world has seen a seismic shift in footwear technology, most acutely impacting the elite level. Long-standing world records are continually getting shattered, athletes are getting faster and qualifying standards keep getting lowered. Advancements in materials innovation have paved the way for a new landscape of ‘super shoes’, where runners are opting for higher stack, more cushioned, and more propulsive racing shoes. At Under Armour, our mission is to make athletes better by giving them the performance solutions they didn’t know they needed and now can’t imagine living without. To deliver the best performance solutions possible, we start by listening to our athletes and making their problems, our problems to solve. Research showed the underfoot experience makes a fundamental difference in athlete performance, meaning we needed to start from the ground up to help athletes get across the finish line as quickly and efficiently as possible. In order to give every stride more purpose, efficiency, momentum, and acceleration, UA set out to break tape with the development of a new marathon shoe and track spike: the UA Flow Velociti Elite and the Shakedown Elite. Featuring UA’s award-winning, UA Flow technology, these new run footwear offerings are redefining fast for pro athletes chasing the finish line this racing season.
Golf has historically been dominated by male players outfitted in traditional apparel. For the past five years, Stephen Curry has been working to change that by championing inclusivity in the sport and injecting personality-filled apparel to offer a more seamless transition from everyday streetwear onto the course. The new Curry Brand Fall/Winter 2022 collection includes five pieces that combine the same style elements and assets that propel Stephen on the court with popular, course-ready streetwear to achieve maximum performance. Players will notice the inspiration drawn from a basketball uniform through the collection’s use of monochromatic, head-to-toe uniformity and striking side details. The nods to streetwear show up via splashes of bold prints and trend-driven silhouettes. At the core of every piece of the collection is performance – from stretchy, quick-drying fabric to wind-resistant material and comfortable knits, the collection helps golfers perform at their best without sacrificing style.
The MLB All Star break is underway, and Under Armour athlete Juan Soto is doing anything but slowing down with his impressive win at the 2022 T-Mobile Home Run Derby Monday night at Dodgers Stadium in Los Angeles.
When it comes to footwear, today's ballplayers want it all – style, speed and simplicity. Enter the Curry 4 FloTro, which combines style elements from the fan-favorite Curry 4 with Under Armour’s award-winning UA Flow technology. The first in a series of reimagined models set to debut this year, the Curry 4 FloTro pays homage to the shoe that propelled Stephen in some of his most historic performances. While wearing Curry 4, Stephen became the fastest player in NBA history to achieve 2,000 career three-pointers and helped the Golden State Warriors clinch the 2017 championship title during a highly anticipated rematch of the prior year’s playoffs.
Aliyah Boston is one of the country's most talented and recognizable basketball players. She has come a long way from her makeshift driveway basketball court in St. Thomas, but that doesn’t mean she’s left the islands in her past. Earlier this month, Aliyah crossed yet another milestone off her list by hosting her first UA Next Basketball camp in her hometown in the Virgin Islands. Created to educate, empower and encourage athletes of all ages, backgrounds, skill and socioeconomic levels—especially youth athletes—to get out and get moving, Under Armour’s UA Next platform launched in 2021 and has since expanded to cover several team sports categories.
In 2021 the relationship between brands and student-athletes changed forever with the move to allow students to profit off of their name, image, and likeness (or NIL), in addition to making money from signing autographs, starting their own businesses, teaching camps or lessons, starring in advertising campaigns and posting sponsored social media content. Before this landmark decision, critics claimed for decades that compensating student-athletes would make it harder for them to focus on competition and schooling. Instead, athletes have found the new rules are not only lucrative but liberating. Now, on the first anniversary of this significant shift, Under Armour reflects on its successful roster of purpose-first, NIL partnerships and outlines its future goals for this new frontier of collegiate sports marketing.
On Tuesday, December 14, 2021, Stephen Curry achieved a milestone that he’s been aiming for nearly his entire career. Sinking a three against the New York Knicks, Curry surpassed NBA legend Ray Allen’s total of 2,973 to become the all-time leader in total 3-pointers made during the regular season. It’s a moment worthy of celebration that’s also seemed inevitable for years. Widely regarded as the best shooter in the league, Curry already holds the single-season record with 402 3-pointers sunk during the 2015-16 season, and surpassed Allen’s 3-point totals for regular and post-season play in November. Just this season, he’s been averaging 5 made 3-pointers per game and managed to surpass Allen’s regular-season record in 500+ fewer games, claiming the record in just 786 games, compared to Allen’s 1300. For Curry, the shot that has transformed professional basketball in his time has become an effortless extension of his talent.
Another milestone year is in the books for Warriors point guard Stephen Curry. The two-time NBA MVP led Golden State to a 103-90 victory over the Boston Celtics in Game 6 of the NBA Finals, earning his fourth NBA Championship title. Stephen finished the series with 34 points in last night’s game alone, including seven assists, seven rebounds and six 3-pointers, cementing himself as the NBA Finals MVP – a first for the all-time 3-point leader.
To build one of the most vibrant basketball communities in the metaverse, Curry Brand has partnered with some of the leading and most influential brands to push the boundaries of the Web3 space by developing Basketball Headz, the first-ever minted avatars linked to real-time performance. Following last year’s unforgettable NFT debut of the Genesis Curry Flow in honor of Stephen Curry breaking the NBA three-point record, Curry Brand once again made headway in the metaverse with the recent launch of basketball-inspired NFTs – or NF3s – linked to Stephen’s on-court performance during this year’s NBA playoffs. Through June 18, fans can continue to claim one free NF3 per digital wallet, per game, each time Stephen sinks a three-pointer. Beginning Wednesday, June 22, fans who were unable to claim a free NF3 will have the opportunity to purchase one for $125 at lab.currybrand.com, while supplies last.
Under Armour knows runners are looking for data driven technology that is peer-proven and road-tested to take them to the next level on their journey to compete. In 2022, Under Armour is continuing to push the run category forward through a laser focus on providing products that deliver superior performance and innovation to meet the needs of UA Run consumers, specifically those of our female athletes. Traditional women’s running shoes often derive from a men’s-designed shoe made smaller to fit the female foot. This means running shoes often lack the flexibility, fit, and arch support women need. UA Flow Synchronicity is the brand’s solution to this consumer need - built by HER, for HER and empowering HER Form, Her Speed and HER Rhythm on her journey to compete.
Technology is always moving fast and runners’ demands are growing as the bar gets higher. Disrupting the market with innovation and meeting the athlete where they need us is what Under Armour does best. Together, our human performance and product development teams continue to bring athletes the best footwear from the UA Innovation Lab in Baltimore and UA Human Performance Center in Portland.
Under Armour is thrilled to announce that its signature UA Flow technology has brought home gold at the 2022 Edison Awards in the Performance Based Design category, a first-time honor for the brand. The groundbreaking lightweight and long-lasting shoe technology was developed and executed in partnership between Dow and Under Armour teams including Innovation, Product Design, Biomechanics, Athlete and Consumer Insights groups, and many others. UA Flow technology was first introduced in December 2020 as the signature design element of our Curry Flow 8 basketball shoe.
From inspiration to perspiration the UA ALL OUT MILE provides the motivation, the coaching, and the training plan to run your fastest mile. Starting this May, unique stories from around the world will highlight thousands of runners achieving their personal best. With virtual participation in 14 countries, Under Armour has almost doubled regional participation from last year’s challenge to execute a global event in both virtual and live formats. Teams and individuals alike will take on the 30-day mission to train with resources to fit into their existing routines with the ultimate goal to go ALL OUT just in time for Global Running Day.
Across every sport, Under Armour athletes never fail to break boundaries and push limits, and our NBA athletes are no exception. Throughout the 2021-2022 season, each have put their grit, perseverance, and commitment to the sport on full display. With the NBA playoffs kicking off this month, Under Armour has yet another thing to celebrate alongside our athletes: all of our NBA stars – Stephen Curry, Joel Embiid, Nah’Shon “Bones” Hyland, Patty Mills, Seth Curry, Will Barton and Damion Lee – have made it to the first round. “I am always amazed by the sheer grit and determination of our UA athletes, and this NBA season is proof of that,” said Sean Eggert, SVP, Global Sports Marketing at Under Armour. “All of our NBA athletes have all shown up in their own way for their teams, their fans and themselves this season, and UA could not be prouder of each of them.”
Jordan Spieth has done it again! The Under Armour athlete took home his 13th PGA Tour victory with his RBC Heritage triumph yesterday at Harbour Town Golf Links in Hilton Head, South Carolina, pulling out a win following a sudden-death playoff with Patrick Cantlay. Spieth’s performance coincidentally resulted in his second consecutive Easter Sunday win. Building on the excitement of this win, Under Armour is incredibly proud to share that its 10-year partnership with Spieth has been extended by another four years, until December 2029. This investment in Spieth reflects Under Armour’s continued belief in him, having first signed Spieth as a sprightly 19-year-old with no official tour status in 2013.
For 2022 NCAA National Champion Aliyah Boston, the love of the game was planted under the Caribbean sun, on an unlevel driveway with an old basketball hoop. Relentless determination, faith, hope, and family helped lead to her success as the National Player of the Year. Now, Boston is taking her success and love of the game, and transforming it into her legacy as she joins Under Armour in their commitment to increasing access to sport for youth athletes by growing the game of women’s basketball for athletes in the United States and across the globe.
After an extended off-season of America’s favorite pastime, the gates to freshly cut grass, footlong hotdogs, and cheering crowds have opened to usher in the 2022 Major League Baseball season. And while every year starts with a clean slate, the past woes and wins are what powers our Under Armour athletes to set even higher expectations to deliver for the fans, their teammates, and themselves. As models of focused performers, each one of them thrives under pressure and continues to test their limits on their journey to compete.
For more than a decade, Jordan Spieth has been working on two things – chasing greatness on golf’s biggest stages, and the opportunity to get 1% better each day. For his upcoming competitive season, Spieth is getting back to basics for what he hopes will be his best season yet. Helping pave the way is his coach. “I really went back to the drawing board with Cameron,” says Spieth, referring to his longtime coach, Cameron McCormick. “We kind of looked back at what's my DNA mechanically, where has it gotten off, and how do we start to structure things back? Almost go back to go forward.”
Under Armour athletes are tough. Ready to take on a challenge. They’re champions on and off the court; determined to always strive for more and empower the next generation of greats. This March, the South Carolina women’s basketball team proved what UA athletes are made of with its second National Championship title win. The Gamecocks allowed an average of only 50.5 points against them, per game. The team leads the nation in blocks with 265. The next closest team, Georgia, trails behind with only 197. They also lead the nation in rebounds with 1,686 total; out-rebounding opponents by approximately 18 per game. Adding to their victory on the court, South Carolina and Under Armour are donating $50,000 to the City of Columbia Parks & Recreation Foundation - an organization dedicated to preserving, enriching, and sustaining cultural, environmental, and recreational facilities and programs across Columbia’s diverse communities. This donation will help the City of Columbia Parks & Recreation Foundation continue to increase access to sport through their facilities at parks and recreation centers.
Following hot on the heels of the successes of 2021, where the UA HOVR™ Drive earned the highly coveted MyGolfSpy Best Spiked Shoe award, Under Armour has unveiled the all new UA HOVR Drive 2 for the 2022 season. The best performing spiked shoe Under Armour has built to date, the new UA HOVR Drive 2 has been developed in line with Under Armour’s commitment to data driven design to maximize performance, with every element of the UA HOVR Drive 2 being meticulously built around Under Armour’s 4 Dimensions of Traction.
Incorporating a full knit upper with the support and stability of a traditional golf shoe, Under Armour has continued its history of data driven design with the launch of the new UA HOVR™ Tour SL in collaboration with world leading expert in the biomechanics of the golf swing, Jean-Jacques Rivet. The full knit upper on the UA HOVR Tour SL utilizes Under Armour’s proprietary Intelliknit™ technology to overcome the performance limitations of knitted footwear previously seen in Golf. Where regular knit uppers tend to be too unstructured to support the force of a golf swing, Intelliknit uses a strategic combination of stretch yarns and lockdown yarns to support the golf swing, to lock you down where you need support and stretch where you need flexibility through the swing while offering the most connected fit in any shoe we’ve ever built. No longer confined to be worn on dry, crisp fairways, the Intelliknit upper is also treated with NeverWet® and a waterproof membrane, meaning golfers can wear the UA HOVR Tour SL in any conditions they find themselves in out on the course.
Under Armour’s Curry Brand is gearing up for the launch of another set of sneakers inspired by the iconic characters of Sesame Street. After dropping the first two shoes in the collection, five more Sesame Street friends will be hitting the court with designs based on Cookie Monster, Oscar the Grouch, Lily the Tiger, Abby Cadabby, and Elmo. “My favorite Muppet on Sesame Street is definitely Elmo,” said Stephen Curry. “He’s always laughing and smiling and having a great time and bringing the best out of everybody. It’s the same joy that I try to bring to the court,” said the NBA All-Star. Curry, a father of three, has embraced the Sesame Street collaboration in part because of their shared commitment to uplifting underserved and underrepresented communities, and its ability to spread joy and positivity around the world.
“I started playing football because my brother’s coach thought I’d be good at it," said Gordon. "I stayed in football because I want girls to know they can have a future in the sport. Under Armour and I are ready to make a difference. This is going to be a game-changer for women in football, and I feel inspired and ready for what’s next.”
The Under Armour human performance and product development teams continue to create innovative solutions for runners to bring you the next generation of unparalleled performance running shoes. With the help of UA athletes and brand ambassadors, the UA Innovation Lab in Baltimore and UA Human Performance Center in Portland, Under Armour develops the best footwear that’s based on key insights and learnings from years of experience and research. UA has always performed best when we’re disruptive: The UA HOVR Machina launched with the innovative Pebax® Propulsion Plate, and the first iteration of UA Flow eliminated the need for a heavy rubber outsole — and we’re not stopping there.
Stephen Curry knows a thing or two about being an NBA All-Star. His appearance on the court in Cleveland, Ohio, on February 20th will mark his 8th consecutive NBA All-Star game since being selected as a starter for the first time in 2014. Stephen’s past appearances at the All-Star games have been a showcase for all of the things that make him great. His shooting skill, his dynamism, his ability to think on his feet — all while smiling and bringing infectious positive energy to the game. Stephen also embodies the elit moniker when he’s off the court just as much as he does when he’s on it. Through his philanthropic efforts, including his work with Curry Brand, Stephen has remained steadfastly committed to giving back to local communities, creating opportunities for young athletes, and generally changing the game for good.
Under Armour is committed to breaking down barriers all over the world that keep young people from accessing sports and sports education. That’s why we set out to “Change the Game for Good,” an ongoing initiative from Curry Brand aimed at creating opportunity, access, and equality for youth sports in neighborhoods around the world. In service of this mission, Curry Brand has proudly forged a partnership with Charity Bounce — an Australian organization that uses sports, the arts, and education to uplift disadvantaged communities, with a particular focus on Aboriginal or Torres Strait Islanders and culturally diverse communities, including newly arrived refugees. Using the power of sport, Charity Bounce inspires change, builds resiliency, and creates positive job opportunities for young people at risk. As part of this partnership, Curry Brand has committed to rejuvenating youth facilities in Arncliffe New South Wales, Australia that are used for Charity Bounce programs — making it the first official Curry Brand basketball court outside of the United States. “We are thrilled to partner with a purpose-led performance brand,” said Charity Bounce CEO Ian Heininger. “The new court will provide inspiration for the young athletes across our programs to look beyond themselves and use the game for good. This initiative will not only encourage them to be their best, but our ambition is also that it will create a lasting impact on their sense of worth and increase their expectation of what is possible in life. Stephen Curry has one of the most inspiring stories of resilience, and we know this partnership will be a critical piece in empowering every young person that now steps on the court.”
At Under Armour, we have spent years building our focus on diversity and inclusion. As the Chief People and Administrative Officer, my primary goal has been to transform our culture including the way we think about our work, the way we engage in that work together and to build purpose into all that we do. That means turning our values into action, not just words. Last month, Under Armour announced a new, long-term commitment to create opportunities for millions of youth to engage in sports by 2030. Today, we’re taking another step, by expanding our partnership as the Official Outfitter of our hometown squad, Morgan State University in Baltimore, one of the nation’s premier historically Black colleges and universities (HBCUs). It’s not just a working agreement, but a template for how we want to elevate our work with HBCUs across the country in the years ahead to better engage with students to create a pipeline of top talent.
The Under Armour family stands with all of the Historically Black Colleges and Universities (HBCU) students, faculty, and administrators who have been threatened with violence. One of our core values is ‘Stand for Equality’ and we condemn any attempts or threats of violence against any group. This type of targeted act reminds us that we must continue in our steadfast commitment to equality and our community. We send our thoughts, prayers, and well wishes to everyone impacted, including our partners at Morgan State University, Jackson State University, and Howard University as they navigate through this challenging time.
Hyland grew up in a single-parent household with three siblings in Wilmington, Delaware. Bones’ mother Marshay — a constant force of optimism and betterment in his life — kept a close guard on him, always nudging him toward the relative safety of the gym and sports, and away from some of the darker roads available to a young man in Wilmington. His first sport was football, but he switched to basketball at the behest of his mom. “Making sure that he stayed busy was very important to me,” said Marshay Hyland. “He could've easily went the wrong way, so I had to constantly just [guide him] — it wasn't hard to constantly drive him, because he already had that self-motivation. It was just keeping him on a clear path, and making sure that he didn't do what everybody else was doing.” Through it all, Hyland stayed out of trouble by staying in the gym and on the court, dedicating every fiber of his being to becoming a better athlete, becoming a rising star by high school.
Competing on a football field has been Charlotte Kirby’s dream since shortly after she could first pick up a ball. Showing that she belongs on the field with any player her age has served as her motivation ever since. The Gloucester, Virginia, teenager has been interested in football since she was two, playing with her dad and showing signs even at this young age that lesser-contact sports like soccer weren’t for her. She joined her first flag football team when she was only five years old, and a few years later, sought out a full-contact youth team. Upon joining, Charlotte noticed that while she wanted to play as much as any of the other kids, her ambition received a different reaction from coaches. “I heard a lot about the stereotypical girl’s first season, that we’ll say we have fun, then we’ll quit,” Charlotte, now 13, said. “They said I’d end up a kicker, but I’m not a kicker. I like to hit.”
Growing up in Birmingham, England, Layla Banaras, 15, found herself at a crossroads of cultures. Her British mother and Pakistani father encouraged her to embrace each of her cultural influences, including her Muslim faith. But balancing the traditions of her culture with her interest in soccer became a challenge at an early age. “I would go to my brothers’ games and keep getting closer and closer to the pitch, and eventually the coach asked me to join in,” said Layla. Her enthusiasm for soccer grew, and at age eight, Layla joined the youth team league for girls run by the Birmingham City Football Club. That step was a new one for girls her age, as most youth soccer programs in Britain had historically focused on developing boys. Her parents faced the challenges shared by many – like how to balance practice time and find transportation. “When we started, there weren’t that many grassroots girls’ teams in our area,” Layla said. “We had to drive half an hour to play.”
Not every kid who enjoys basketball gets the chance to grow up learning and enjoying the game. For one Baltimore teenager, honing his talents required him to move away from home, and in the process, build new bonds and a brighter future. Karim Harris, 17, didn’t discover basketball so much as it found him. He was a third-grader in York, Pennsylvania, one who was head and shoulders taller than his classmates, who liked to hang out in the gym after school shooting hoops. A coach saw his potential and convinced him to sign up for an after-school league, and within a season, Karim’s team had a championship title with him at center. “From there, I just fell in love with the game,” says Karim. “I knew I wasn’t that great, but I played a big role in that team to just work hard, rebound, do whatever my coaches needed me to do.”
At Under Armour, we know sport is so much more than a game. It inspires collaboration and teamwork, increases confidence, reduces stress and improves mental health. But around the world today, millions of young people are facing barriers that are negatively impacting their journey to compete – from a lack of funding, time or transportation, to social and mental hurdles that make children feel they don’t belong on a team. In the United States, participation in sports has rebounded since the start of the pandemic, but many organized outlets have not yet come back. One study found that as a result, 3 in 10 kids who played organized sports before the pandemic have lost interest in doing so. Outside the United States, many lack access to public resources that could get them competing. And in every region and demographic group, children from lower-income families spend less time playing sports. Under Armour believes everyone deserves the right to engage in sport. That’s why we are making a new, long-term commitment of our resources, focus and energy to help break down barriers that limit access to sport across the globe.
The New Year is here and for many that means a time of reflection, sense of renewal, and opportunity to re-set personal goals for the next 12 months. According to a YouGov Poll, approximately 25% of Americans who made 2022 New Year's resolutions say they set a goal to live a healthier life, focusing on personal improvement, losing weight, and exercising. Under Armour knows that even the most well-planned New Year’s resolutions can be hard to keep by the middle of the month, when “Quitters’ Day” thinking starts to creep in. Quitters Day is the second Friday in January when people are most likely to quit their resolutions and revert to old habits and routines. To help those who want to go the distance with their goals and strive for more in 2022, we tapped a few of our trainers to get their thoughts on how to maintain motivation and the Focused Performer mindset in January and beyond. UA's very own Victoria Brown, Emma Lovewell, and Marquan Jones shared with us their recommendations for overcoming the urge to quit, keeping a focused mindset, habits, rest and recovery. Looking for more ways to get over the mid-January hump, Under Armour has the performance gear and digital support to keep you moving all year long. From hitting the gym in style with the latest from Project Rock to logging miles with UA’s Real-Time Form Coaching in MapMyRun (personal run coach, anyone?) Under Armour is committed to empowering athletes in 2022. Check out tips from our trainers below and head to UA.com for our freshest gear for the New Year.
Today’s young athletes have more opportunities for growth than ever before. With the ability to benefit from athletic success both in and out of the game, elite up-and-comers hope to make the most of their prime playing years. Without the guidance to navigate this evolving landscape, however, it can be difficult to effectively prepare for a future playing sports. Given this gap in direction, Under Armour launched The Workout, an immersive athlete development experience aimed at helping some of the country’s top young competitors get ready for the next level of play. The program is the first to launch under UA Next, Under Armour’s revamped youth sports strategy that will continue to roll out in the coming months with resources to support any young athlete with talent, drive, and motivation be the best they can be.
Since childhood, Brandon Beack had dreams of becoming an elite gymnast. For years, he trained three to five hours a day, six days a week, and even competed at the national level in his home country of South Africa. But in 2012, at age 16, one of Beack’s routine training sessions went awry after he erred in a dismount from the parallel bars and sustained an injury that resulted in paralysis from the shoulders down. Without use of his arms or legs, Beack had to rely on others for help with tasks that were once easy, everyday functions. And, for an individual as active and independent as Beack, these physical limitations took a toll on his mental wellbeing. “Most of the battle in my rehabilitation journey was pushing through my mental blocks, self-doubt and disbelief,” he said. “But my recovery taught me that you have to keep pushing and fighting through the pain, because ultimately, it will benefit you.”
At 14, Ntando Mahlangu ran record-breaking times as one of the youngest participants in a major international track and field competition. Given his success, many would be surprised to learn that the teenage sprinter was not even able to walk before age 10. But fortified by the optimism and resilience he developed during his youth in South Africa, Mahlangu overcame the odds and, in the process, discovered the key to his athletic success. “Mental strength has played a massive role in what’s made me successful as a Paralympian, and it’s important to the type of Paralympic athlete I want to become and who I want to be one day,” he said.
This is a love letter. To a city that redefines resiliency. To the beauty and strength of the Black community that has so much to offer. To the connection and possibilities that sports bring.
If you were to talk to my family and close friends, they would tell you I cannot stand to lose—at anything. It does not matter what it is: a simple game, running to a tree, thumb-wrestling. It doesn't matter what the challenge is; I need to win. At the same time, I've had losses, and setbacks. And the real pains and ego bruises taught me how to lose, lose gracefully, with class. Losing also comes with opportunities for lessons about unforced errors and bad breaks (and bad brakes and gear shifts). It provides you with the critical information you need to understand that you need to improve yourself in every aspect.
This year's NFL draft is unlike any other in the history of the league. In order to help curb the spread of COVID-19, prospects will be selected virtually by each of the 32 teams. But that’s only what the public will witness. Behind the scenes, prospects have had to train, compete and recover in ways they never have before. Isolated, away from their teammates and training partners, relying on only themselves to push through each repetition and each sprint. But that’s what separates Under Armour from the rest. This is how we train and compete; we do what it takes. Justin Jefferson, Jonathan Taylor and Chase Young share how they’re training and preparing for the moment their names are announced on draft day.
At Under Armour, our values define and unite us. Never just words on a page or splashed across a screen, they are rallying cries, reminding us why we’re here and connecting us—our teammates, our customers and our athletes. Under Armour welcomes TJ Perenara to the family. Having already built and impressive career in New Zealand rugby as a formidable and competitive halfback, he heads into the 2020 Rugby season as co-captain and the most capped player for the Wellington Team, in which he leads the franchise in total games played. His focus, to chase down his second Champions medal with the team from New Zealand’s capital city.
Competition is fuel. Competition is momentum. Competition is what makes better possible. This weekend, the 100 best high school football players in the country will converge on Orlando, Florida for the 13th annual Under Armour All-America Game. The nation’s best of the best will suit up in Under Armour specialty uniforms, designed specifically for high-caliber performance coupled with unmatched on-field swagger. From D-line to receiver, these players will sport the latest innovations from Under Armour football. The striking uniforms feature a neon camouflage design within the numbers and along the pant-side that represent the warrior spirit that landed each player a spot on the coveted squad.
The 150th season of college football has excited fans across the country all season long and the action continues on Saturday, Dec. 14 with one of the greatest rivalries in all of sports, the Army-Navy game presented by USAA. Kickoff is set for 3:00 PM at Lincoln Financial Field in Philadelphia. In their 120th meeting, which stretches back to 1890, the Army-Navy game is a college football tradition like no other, so it is only right that Under Armour rise to the occasion and outfit such a historical powerhouse like Navy in uniforms that pay homage to the program’s storied past.
The 150th season of college football has mesmerized fans across the nation all season long, and no school embodies the pageantry and prestige of college football quite like the University of Notre Dame. The Fighting Irish will don specialty heritage uniforms that are a nod to the school’s rich football traditions as they take the field against Boston College on Saturday. Sporting the latest ArmourGrid 2.0 technology from Under Armour in throwback fashion, Notre Dame seeks to channel the greatness of the legendary 1988 National Championship sqaud – one of the most prolific college football teams in history – into another W in 2019.
With college football’s 150th season continuing to captivate fans nationwide, this week’s rollout of Under Armour’s heritage uniforms honors legendary players and historic teams, and even sees a uniform return for the first time since the 1960s. The Utah Utes, Temple Owls and California Golden Bears will each sport unique throwback uniforms that pay tribute to their respective team’s history, while harnessing Under Armour’s latest performance technology. Given the significance of college football’s 150th season, it's only right that each player takes the field suited in the same armor as the legends who came before them.
All season long, the 150th college football season has been a celebration of not just football, but all the pomp and circumstance that makes college football unique – none more so than the annual homecoming game. This weekend, the University of Maryland Terrapins will welcome fans and alumni home as they square up against the Michigan Wolverines. throwback uniforms. With the party well underway in College Park, there is no better way to display the university’s storied football past than with historic throwback uniforms that pay homage to Terrapin legends of the early 1980s.
As a thrilling season continues to captivate the country, Under Armour continues to celebrate 150 years of college football with the season long rollout of specialty Heritage uniforms, celebrating iconic moments for all of Under Armour’s partner schools. This week, Boston College and Texas Tech don throwbacks from the 80’s and 70’s, respectively, celebrating some of the most important milestones in each school’s rich histories of athletic achievements.
The Samsung Galaxy Watch Active2 Under Armour Edition watch is designed for people that love to run and want to improve their running fitness and form, with unique features that provide a connected running experience. Cadence-based, real-time form coaching and Premium access to the world’s largest fitness community – MapMyRun – create an ecosystem experience that brings runners accurate data, more intuitive coaching and better overall exercise experiences.
Either Northwestern University or University of Wisconsin has represented the West Division in the Big Ten Championship Game each of the past three seasons, and while the two schools have become accustomed to battling it out - going up and down Interstate 94 - in recent years for the trip to Indianapolis, their rivalry dates back to the inception of college football. Ahead of their 2019 matchup, Under Armour worked with the Wildcats and Badgers to create uniforms that honor the history between the teams. As part of the brand’s celebration of college football’s 150th anniversary, when they play each other Northwestern and Wisconsin will wear uniforms inspired by their respective teams in the 1890s. Under Armour identified each of the Wildcats-Badgers games that ended in a tie, and used the 0-0 result in 1891 as the creative catalyst behind this year’s threads.
Colorado State University tradition, in recent years, has been rooted in green, gold and white. On September 21, those roots will go even deeper, back to the school’s early years as a higher education institution best known for its agriculture program. As part of a season-long celebration of college football’s 150th anniversary, Under Armour and Colorado State will pay homage to Aggies of the past in orange throwback uniforms against the Toledo University Rockets. The heritage looks prominently feature alfalfa green and Aggie orange, the primary color palette for the original Colorado State football team. This look was the team's regular uniform from 1893 – when the school first sowed the seeds of the football program – until 1945. Today it serves as a nod to the school’s agricultural beginnings.
When the University of Cincinnati football team takes the field this Saturday, there’s going to be a Bearcat that has never been seen on the sidelines of Nippert Stadium before. Breaking out heritage uniforms for the school’s game against Miami (OH), the Bearcats will wear gear inspired by teams of the 1950s and 1960s as part of Under Armour’s celebration of 150 years of college football. The uniforms' minimalistic branding pays homage to no-frills football jerseys of the past, with a number font and stripes around the shoulders that were synonymous with the program more than 50 years ago.
They showed up and they balled out. The first season of the Under Armour Association's (UAA) grassroots platforms – Girls UAA (GUAA), Girls UA Rise and Girls UA Future – for girls age groups from 17U to 10U has concluded, after a battle for championship glory at the finals. Keep reading to learn what went down during the inaugural Girls UAA Finals events. Girls UAA Girls UAA provides elite girls travel teams with the same league-style circuit as the boys UAA teams. After launching in April 2019 with 36 teams at the 17U and 16U levels and 32 teams at the 15U level, the teams participated in 10 regular season games, five final games and three total league sessions with the Girls UAA Finals taking place in Atlanta, July 23-25, 2019 at the Georgia International Convention Center. The energy in the venue was contagious, the crowds were electric, and the players were competitive, skilled and ruthless in their journeys to championship victory. The event was home to more than 100 Girls UAA teams, spanning across 15U, 16U and 17U. 29 states and two Canadian provinces were represented, and 590 college coaches were onsite over the course of the event to scope out the talent. On court were the consensus number one players from each of the 2020-2024 graduation classes, solidifying Girls UAA as one of the most talented grassroots basketball leagues in the nation. Each age division crowned a first-time champion for the newly formed league. At the 17U championship (see the championship bracket here) FBC United took on Example Sports. FBC United, coming off a strong showing throughout the season, had asserted dominant play in a number of games, displaying the depth of their team’s collective talent, skill and knowledge of the game. The team stormed through the 17U division with a 10-0 record, with shooting guard Treasure Hunt leading the team in scoring. With a final score of 66-36, FBC United ended their first Girls UAA season undefeated. Center Kamilla Cardosa earned Finals MVP honors for her stellar Offensive and defensive performances throughout the championship run.
The Sydney Opera House is one of the most distinct buildings in the world, a structure that has come to represent the innovation and ambition present throughout the city and all of Australia. The architecture of the venue has also provided the inspiration for the Sydney FC 2019-2020 kits, designed in collaboration with its new apparel partner, Under Armour. The club’s current badge is located on the upper left front of the kits, depicting the Opera House in various shades of blue. On the rear neck of all three jerseys is a call for fans everywhere – We Are Sydney – in addition to a Sydney Harbour Bridge graphic to illustrate the unifying ability of the club. The shoulders of the home kits feature a pattern resembling the ceramic tiles on the roof of the Opera House. This same gradient pattern covers the front and back of the team’s away kit.
In 1936 in Moscow, Voluntary Sports Societies (VSS) were established to promote sport and physical activity throughout Russia. Each VSS was governed by trade unions associated with different industries including defense, waterways, and education. The Lokomotiv VSS was formed to provide activities and opportunities aimed at the community that worked on and supported the railway system. The Lokomotiv VSS took control of the local football club Kazanka, 14 years old as a competitive team at the time, and thus was born what is now known as FC Lokomotiv Moscow – the football club created for the rail workers, by the rail workers. To pay homage to the club’s rich history in the rail industry, Under Armour designers paired best-in-class material innovation with subtle nods to the Russians who worked tirelessly to connect a sprawling nation via expanding railways through the 20th-century as the Soviet Union rose to power on the backs of a modern, well-built, rail system. The club's traditional badge on the upper left front of the kit proudly shows a steaming locomotive, always barreling forward. That motif inspires the rest of the green and red home kit, and green and white away kit. Adorning the sleeves and shoulders of the home jersey and the away jersey is a hammer and wrench insignia, the mark of the rail industry and a nod to the club’s deep roots in Moscow.
Jordan Spieth is built for this tournament. Having captured his first green jacket in 2015, he is always one of the favorites at the Thursday start of the Masters and consistently finds himself in contention through the weekend. With the eyes of the golf world focused on the famous town on the eastern border of Georgia, where legends are made every year, Jordan will be wearing one of Under Armour’s most innovative technologies – Under Armour Vanish. The material, powered by the latest microthread technology that removes moisture almost instantly, allows Jordan to remain focused and visualize his next shot. Vanish is also soft and flexible, allowing seamless motion for any type of swing, in any condition – from the 30-foot birdie putt on 16 during his furious 2018 comeback, to the perfect flop shot on 18 to save par on the way to his legendary 2015 win.
Dynasties are folklore in sports. The names are few, but instantly recognizable. The Golden State Warriors, led by Stephen Curry; the New England Patriots, led by Tom Brady. In 2019, there are some new names at the table – young, fearless and hungry, the St. John’s College (SJC) High School Girls Basketball team has gone 99-5 over the past three years to secure three Washington Catholic Athletic Conference (WCAC) Championships and four District of Columbia State Athletic Association Championships in a row.
This March, Under Armour celebrates International Women’s Day with a brand new colorway of the UA HOVR Infinite. The shoe was constructed for women, with extensive weartesting and feedback from female runners. The International Women’s Day colorway was inspired by a botanical color palette in a watercolor- like design on the upper, which cascades onto the full-length HOVR foam for a subtly feminine design. The women’s HOVR Infinite was developed specifically to fit the anatomical needs of the female foot. Leading biomechanists on Under Armour’s Innovation team conducted and published women’s foot morphology studies to identify both anatomical and perception differences between men’s and women’s feet. Their research found that there are general anatomical differences to be aware of when designing footwear – especially around ankle heights and overall foot volume – but equally as important are the perception differences, as women are more sensitive to different characteristics of fit particularly in the heel, arch and forefoot.
Under Armour Basketball kicked off 2019 with its athletes at NBA All-Star Weekend focused on what matters most – the people. UA celebrated basketball as well as the values championed by the communities and shared by the brand and its star athletes. A number of local community giveback initiatives left an impact lasting far longer than the festivities of the All-Star weekend. Under Armour is continuing to support its athletes in giving back and celebrating the incredible bond between basketball and community, one that has given athletes across the globe a platform to achieve great things. Under Armour – through its UA Freedom initiative – and UA athlete and Atlanta Hawks shooting guard Kent Bazemore, along with Nancy Lieberman Charities, were in Atlanta to provide a new outdoor basketball court at the Thomasville Recreation Center. Giving back to the city that has supported him since it became his home in 2014, Bazemore is proudly teaming up to provide a safe space for kids to play, learn and be the best version of themselves, supported by programming focused on positive mentoring from law enforcement.
Whether you walk the course on weekends or play professionally on the PGA Tour, golfers of all levels know the importance of comfort; they spend more consistent time in their shoes than athletes in any other sport. However, plush underfoot cushioning can impede generation of the power needed at impact. With this insight, Under Armour Golf set out to create a golf shoe that provides full-round comfort without sacrificing the responsive energy return naturally generated by the golf swing. The solution? The Under Armour HOVR Drive.
The Notre Dame Fighting Irish will take the field at the Cotton Bowl in Arlington, Texas on December 29, reaching a milestone for the program and putting Under Armour innovation on its grandest stage ever. Notre Dame’s first College Football Playoff appearance also marks the first time that Under Armour will be represented in college football’s premier showcase, debuting their latest uniform design construction: ArmourGrid. Three years ago, Under Armour’s design team decided to punt everything the sports world had come to expect from football uniform design and start from scratch. As the game had evolved, uniform design needed to move with it. For a long time, uniforms had been baggy and flowing, loose for the sake of air flow. Then, with the revolution of HeatGear®and ColdGear®, the entire industry moved toward stretch, incorporating body-hugging materials that molded to equipment. This remained the standard until the innovators at Under Armour decided to rethink the whole process. After countless conversations with coaches, equipment managers and players, they honed in on the modern athlete’s most essential needs: Make it lightweight. Make it breathable. Make it indestructible. Make it unstoppable.
Finishing 12-0 in the regular season, the Fighting Irish have punched their golden ticket to the College Football Playoff as they prepare to face Clemson in the Cotton Bowl. A spotless resume with wins over teams from six different conferences - including ranked opponents Michigan, Syracuse and Northwestern - while criss-crossing the country has delivered Notre Dame a well-deserved No. 3 seed. Every opponent gave it their best shot but, with determination and teamwork, the Fighting Irish triumphed time and again, reminiscent of great Notre Dame teams of the past.
Golf is a game about patience, well-executed strategy, and a will to be better than you were the round before. For the athlete who likes to play a full 18 holes (or more), it’s important to be prepared, no matter what elements or obstacles are thrown their way. These Under Armour picks will elevate their golf game to the next level, ensuring total comfort from first birdie to last putt.
Is a 40 foot pull up jumper impossible? What about a unanimous MVP award? Multiple championships…in this era? A three-star, 160 lb. college recruit becoming an All-Star Game captain? Thirty years ago, the answer might have been impossible – but then 30 years ago today Stephen Curry arrived, and since stepping foot onto the hardwood he’s wowed fans worldwide by achieving the seemingly impossible; blazing his own path and playing the game unlike anyone before him.