Under Armour has been one of the fastest growing sportswear company known today. Kevin Plank, a former University of Maryland football player, began his company in his grandmother’s basement in 1996. His company jumped to one of the top five sportswear competitors in the world while only being in the business for just over a decade. Under Armour was named one of the fastest growing private businesses by Time Magazine.
Plank’s first idea was to create a t-shirt that encompassed high tech fabrics. This innovative fabric contained the “moisture wicking” performance apparel Under Armour is well-known for today. Rather than absorbing an athlete’s sweat into the fabric, it is able to bring an athletes sweat through the fabric to the surface. Plank’s vision was a dry athlete helps regulate temperature which, in turn, increases performance. This vision would lead the way for form-fitting sports apparel. His booming business started out with $20,000 from his pocket, $40,000 credit, and a $250,000 loan.
Georgia Tech University was the first customer to purchase Plank’s innovative product. His company expanded to several more Division I football teams and several professional football teams around the world. Plank marketed his product with the vision that if he was satisfying the needs of athletes who would appreciate the product, it was bound to sell. He used the athletes to give his business a boost into the marketplace. This method proved to be extremely successful for his business. Another big contract gave Under Armour a boost when they signed to be the official supplier for the National Football League Europe. And by 1999, their brand was even being seen on the big screen as a result of its contract with Warner Bros. They supplied their product for two hit movies, “Any Given Sunday” and “The Replacements.” By the year 2000, Under Armour made its mark on the sportswear industry, and was making it known to the sporting world that they were there to stay. They were distributing to 8000 retail locations around the world and still expanding at high rates. They also expanded their products to Major league Lacrosse, Major League Soccer, USA Basketball, the National Hockey League, and the US Ski Team. Under Armour has expanded their line to rugby specific apparel. Their lines of heat gear, loose gear, performance grey, and cold gear are all used by rugby teams and players across the world. Under Armour’s tight-fitting products fit right into the apparel world of rugby players. The moisture-wicking technology of their apparel helps keep rugby players dry and control one’s body temperature for ultimate performance. Under Armour has become a rapid success story, and they continue to grow tremendously ever year. They are constantly looking for ways to innovate and expand their company. They have their sights set on their top competitor, Nike. They have made their mark on the field, and they are letting the public know that they are ready to fight for the top spot.
