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Overview
Under Armour designs, manufactures, and sells performance apparel, footwear, and accessories for athletes and fitness enthusiasts. Its product lines include moisture-wicking fabrics and advanced footwear technologies meant to help athletes perform better in training and competition. The company markets directly to consumers through its own stores and e-commerce site, while also partnering with athletes and teams for endorsements to raise brand visibility. It differentiates itself through a strong emphasis on R&D to improve performance features and by maintaining control over the customer experience via direct-to-consumer channels. The company aims to empower athletes to push beyond their limits by providing reliable, high-performance gear that supports training, competition, and everyday fitness.
About Under Armour
Industries
Industrial & Manufacturing
Consumer Goods
Company Size
10,001+
Company Stage
IPO
Headquarters
Baltimore, Maryland
Founded
1996
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Simplify's Take
What believers are saying
- September 2026 Bozeman Sports House tests premium-plus-value retail, expanding access and margins.
- APAC Commit launched September 2026 with 28 athletes, BOYNEXTDOOR, and local stars.
- CareFirst's August 2026 Project Rampart partnership funds six Baltimore and Washington facilities over three years.
What critics are saying
- May 12, 2026 guidance calls for fiscal 2027 revenue decline and $0.08-$0.12 EPS.
- North America revenue fell 7% in Q4 fiscal 2026, exposing stale demand.
- January 20, 2026 Fourth Circuit ruling blocks insurance recovery for decade-old securities and accounting claims.
What makes Under Armour unique
- Kevin Plank returned as CEO in 2024, resetting Under Armour around performance and culture.
- September 2026 Commit campaigns and P-Star with Gunna span sport, music, and regional storytelling.
- Bozeman Sports House and Project Rampart link retail, community, and athlete development.
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Funding
Total Funding
$1.3B
Above
Industry Average
Funded Over
3 Rounds
Stock Price
Growth & Insights and Company News
6 month growth
↑ 9%1 year growth
↑ 9%2 year growth
↑ 9%Peter Millar to take higher profile as it celebrates 25 years. The brand has operated under the radar, but new marketing chief Paul Nugent envisions a more visible future. September 24, 2026, 12:01am Marketing will play a key role in Peter Millar's future as it continues to position itself as more than just a golf brand. And Paul Nugent is the man who has been tasked with making that happen. Chief marketing officer Nugent is relatively new to the company, having joined Peter Millar in May 2025 after serving as senior vice president of global brand marketing at Under Armour and vice president of global marketing for Umbro. The U.K.-born Nugent has also headed marketing for the Hey Dude brand. With a background that straddles fashion and sports, he embraced the idea of joining Peter Millar to help the company achieve its goal of evolving from a golf label into a luxury lifestyle brand. "It was really interesting to join a company that had such deep-rooted relationships within the golf world," he said. "What came very naturally to Peter Millar was to foster those relationships and continue to grow. So when I came in, the task at hand wasn't to increase awareness or brand affinity within the golf space. It was really to broaden the share of closet and to show that this brand has adaptability." He was the catalyst behind the recent signing of NFL star Christian McCaffrey to join the brand's golf ambassadors. With its golf ambassadors, Peter Millar still tends to focus on promoting its golfwear - with a few exceptions, such as an event in the Hamptons last year with Cameron Young where the PGA Tour pro showed up dressed in the brand's lifestyle product. But signing McCaffrey opens up an entirely new window for the brand, Nugent believes. "We really wanted to use somebody that would give a different flavor to the brand without being so far disconnected to the values that made us," he said. The campaign looks different, Nugent added, "but without being detached from the Peter Millar reality. It feels fresh." "Christian is a football player, and he has an inherent love for golf, but we're not using him for that," Nugent added. "It's very much a lifestyle play. The brand has used a lot of models in the past in photo shoots, but I'm a firm believer in finding shared values with individual personalities that can really validate a brand, rather than trying to force any narrative. And I think we've managed to crack that with Christian on this occasion." But don't expect Peter Millar to stray too far from its core and partner with rappers or avant-garde designers. "I have a conversation almost every other day with someone who would love to work with us - be that an individual, an institution, a brand - because Peter Millar is very much cemented in corporate America as an elite brand. The team is keeping a very open mind, but the story has to be authentic and right." Nugent said before making any commitments, he explores what the consumer would take away from the messaging. "I think for Christian, it'll be clear and people will understand why that partnership makes sense. But unless a brand achieves that, I don't think it's worth it. It's better to stay quiet than to create noise." That includes celebrating the 25th anniversary. He said Peter Millar has generally kept a low profile, but it is ready to become more visible now - albeit in a very Peter Millar way. "The brand has not been very vocal or opened the curtains before," he said. "I describe it a little bit like 'Willy Wonka & the Chocolate Factory.' We're opening up for our 25th, and people are going to see behind the curtain. But it's on our terms. We're here to celebrate, but we don't do things for the sake of doing them. We're in it for the long game, and everything that we do is with intention." He said that in the coming months, expect the brand to "pivot into some interesting spaces that maybe people don't expect, but will understand when they see the story and it's explained to them. It should never just feel like marketing. It should feel like we're solving some problems for the consumer where possible." Because Peter Millar offers different collections - Crown, Crown Crafted, Crown Sport and Pursuit, a performance sub-brand within Crown Crafted - Nugent is working to determine the nuances within each before developing marketing plans. "We've done a lot of work recently on dissecting what would be described as the Peter Millar man, and it's a mindset and a vibe and [depends on the] wearing occasion. Yes, there are consumers who wear Peter Millar in a golf occasion, in a very elevated way, or as lifestyle. Sometimes that's the same person, sometimes it's different. With our collections, I think the important thing is to clearly create the distinction of the different vibe and intent of that product." With Crown, for instance, Nugent believes that when the customers see images and how it's positioned on the website and merchandised in stores, "they get a sense of why it was created and the purpose." Ditto for Crown Crafted and the performance products. "We're starting to construct some of that language now," he said, adding: "The beauty that I've encountered in my time here is the willingness between design, product and marketing to work coherently side by side to ensure that whatever comes out at the end of that design process makes sense to the consumer." Case in point is the new Pursuit performance-skewed line that has McCaffrey as its face. "We sat down very early and were able to construct the language, the labeling, the tone, the color palette, and then ultimately the ambassador, together," Nugent said. And because this marks the brand's 25th anniversary, Peter Millar also created a sophisticated, luxury assortment to celebrate, which will also make its appearance in the marketing materials. That includes changing the color of its mints - a little extra gift put into every order - to the colors of the brand's first product, a cashmere sweater. "It's almost like a collectible that might seep into social," he said. Nugent said that surprisingly, Peter Millar has had a lot of success over the past few months on TikTok. "Peter Millar in the social space is really ingrained in golf culture," he said. "So as golf is having a moment, being one of the leading players in the space means we're part of the cultural conversation." In addition, the brand has seen success with podcasts, such as one with Peter Millar's elusive chief executive officer Scott Mahoney in the golf space, and other partnerships around some marquee golf events. For the U.S. Open at Shinnecock Hills on Long Island, for example, Peter Millar partnered with The Blade helicopter transportation, and also worked with influencers and media partners. Newsletters
Under Armour opens new hybrid store concept in Montana. September 23, 2026 Under Armour opened its first store in Montana in Bozeman. The store, called Bozeman Sports House, introduces a new store format that brings together full-price products and value options under one roof. Under Armour said in a statement, "Consumers entering the store are introduced to Under Armour's latest performance innovations and full-price product. As they move through the space, sport-driven storytelling and key product franchises reinforce the brand's performance heritage, while a broader assortment provides options across different needs and price points. "The approach allows Under Armour to introduce premium product to more consumers while maintaining accessibility, creating a model designed to support both brand elevation and commercial growth." The store, at 2825 W. Main Street within Gallatin Crossing, is 1.5 miles from Montana State University, an Under Armour partner school since 2012. "We're challenging ourselves to think differently about what an Under Armour store can be, bringing the best of our retail experiences together in one place," said Josh Denton, SVP, Americas Retail. "With the demand we've seen in Montana and our longstanding partnership with Montana State, Bozeman is an exciting place to bring that vision to life." Image courtesy Under Armour
Under Armour and Colenso BBDO's 'Commit' platform launches across Asia-Pacific with 28 athletes and K-pop band BOYNEXTDOOR. September 9 2026, 11:32 am BY Ricki Green No Comments Under Armour has partnered with Colenso BBDO to launch a new brand platform across the region. The campaign features Australian Olympic swimming champion Kaylee McKeown. At its heart, 'Commit' reflects a simple belief: the more you commit to sport, the more it gives you back. We know that what draws people back to the track, the court, the gym and the field goes far beyond the results. It's about all you discover when you keep turning up - from the first breath of cold air at the start of an early run, to the sound of a perfectly hit volley, to the instinct to push for one more rep at the end of a set, to the discovery of muscles you didn't know you had. For a new generation of athletes in the region, that's what sport is increasingly about − not the podium or the image, but the strength, growth, freedom, joy and fulfilment that sport gives back to you. Whatever your journey, whatever your sport, Under Armour is committed to helping you become a better athlete. Says Simon Pestridge, Chief Marketing Officer and APAC Managing Director, Under Armour: "At Under Armour, we believe the most meaningful value of sport is found not only in the outcome, but in every moment when an athlete chooses to commit to it. When someone truly commits to something they love, sport becomes more than a way to challenge themselves. It becomes a force for continued growth. Through this platform, we hope to encourage more people to step onto the field, into the gym and back into the work, discovering the change that sport can create through every act of commitment and perseverance." The launch work features 28 athletes across film, print, social and digital out-of-home, with Colenso BBDO partnering with OMD APAC on the media strategy and rollout. The work spans markets across Asia and into Australia, while also reaching beyond sport through the inclusion of K-pop band BOYNEXTDOOR. Representing a new generation of K-pop stars, BOYNEXTDOOR has put joy at the core of who they are. K-pop, like sport, is a world built on deep commitment and athleticism, and will help Under Armour show up for an audience beyond the gym and sports field. Says Adam Schokora, Creative Director at Under Armour: "BOYNEXTDOOR represent exactly the kind of commitment we want to celebrate. They work incredibly hard, but there's a real joyfulness and authenticity in how they do it. They're a great example of what it means to commit to something you love and discover who you can become in the process - and, most importantly, find real joy along the way." Says Simon Vicars, Chief Creative Officer of Colenso BBDO: "It's been a privilege to work with athletes across the region on this project. Sport is a powerful contributor to the joy of life. Our aim for Under Armour is very simple: to help fuel the joy addiction." Client: Under Armour APAC Creative: Colenso BBDO Production & Direction: Love Song / The Loft Films Executive Producer: Geok Lem & Alex Chamberlain DOP: Paul Guilhaume Post production: Heckler Shanghai Music Composition and Sound Design: Cam Ballantyne @ Beatworms Photographers: Jedi & Tang Ting @ Kindred Collective #More Creative news #No paywalls #No annual membership fees. Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel
Under Armour unveils Juan Soto 'la Fiera' PE. Under Armour has unveiled a striking player exclusive for baseball star Juan Soto, christened 'La Fiera' - a nod to Soto's ferocious competitive edge. The PE merges athletic performance with cultural significance, anchoring Soto's partnership with the brand. The partnership takes shape. Under Armour's commitment to Soto extends beyond contract and into footwear identity. The 'La Fiera' PE represents a deliberate cultural choice: the moniker translates to "The Beast," a fitting emblem for one of baseball's most feared hitters. By grounding the design in bilingual branding and personal narrative, Under Armour positions this release as more than functional gear - it's an extension of Soto's public persona and heritage. Deal Available 62% OFF Under Armour UA Storm Woven Full-Zip Jacket $30 $80 Save $50 Shop This Release Under Armour Arc 96 No Maps (DTLR Exclusive) $125 Feb 20, 2026 Design details. The 'La Fiera' PE channels aggression through colorway and construction. While the specific upper materials remain unconfirmed, player exclusives from Under Armour typically leverage premium synthetics and mesh overlays engineered for field performance. The palette reportedly leans into bold, high-contrast tones that would translate visually on the diamond and resonate in street culture. Under Armour's baseball footwear lineage emphasizes responsive cushioning and lateral support - architectural priorities that a high-volume hitter demands during quick cuts and base running. The PE treatment typically means limited production, exclusive colorway treatment, and design elements unavailable on general-release models. Deal Available Under Armour UA Storm Woven Full-Zip Jacket $30.00 $80.00 Save $50.00 Under Armour under retail Browse Under Armour items priced below retail on StockX Release information. As a player exclusive, the 'La Fiera' PE follows a specialized distribution model. These drops rarely arrive at traditional retail channels; instead, they surface through limited team-affiliated releases, athlete appearances, or exclusive online drops. Release date, retail pricing, and specific retailer availability remain unconfirmed at this time. Collectors and Soto enthusiasts should monitor Under Armour's official channels and baseball-specific drop platforms for announcement details. Player exclusives of this caliber often sell through limited quantities, making early information critical for interested buyers. FAQs. What does "La Fiera" mean? La Fiera translates to "The Beast" in Spanish, reflecting Soto's aggressive playing style and heritage. When does the Under Armour Juan Soto 'La Fiera' PE release? Official release date and availability details have not been confirmed. Monitor Under Armour and authorized retailers for announcement updates. Where can I buy the 'La Fiera' PE? As a player exclusive, availability is expected to be limited and may be restricted to specialized channels, team outlets, or exclusive Under Armour releases. Standard retail availability remains unconfirmed. Release info. Availability: Limited / Player Exclusive Retail Price: TBA Where to Buy: Under Armour official channels (pending announcement); authorized baseball retailers under armour
Under Armour announces new 410 Invitational basketball tournament. Published on August 28, 2026 Under Armour is bringing a new college basketball tournament to Baltimore this fall, featuring four local universities. The company announced the launch of the 410 Invitational, a multi-year tournament featuring Loyola University Maryland, Morgan State University, Towson University and the University of Maryland, Baltimore County (UMBC). Both the men's and women's basketball programs from each school will compete. The inaugural tournament will begin Thursday, Nov. 12, with men's opening-round games. Loyola will visit Towson at 7 p.m., while Morgan State will take on UMBC at 6 p.m. Women's competition begins Friday, Nov. 13, with Towson traveling to Loyola for an 11 a.m. matchup and Morgan State facing UMBC at 6:30 p.m. Towson will host the consolation and championship rounds during the opening year of the tournament. The men's consolation game is scheduled for Saturday, Nov. 14 at 5 p.m., followed by the championship game at 7:30 p.m. The women's consolation and championship games will take place Sunday, Nov. 15 at 1 p.m. and 3:30 p.m., respectively. Under Armour says the tournament is designed to showcase Baltimore-area basketball while giving student-athletes and coaches an experience that extends beyond the court. Additional programming will take place at Under Armour's global headquarters on the Baltimore Peninsula. The company will also host a media day on Wednesday, Oct. 28, featuring athletic directors and coaches from the participating schools. Tickets for opening-round games will be available through each school, while Towson Athletics will handle ticketing for the consolation and championship rounds. Fans who cannot attend the final rounds in person will be able to watch the games live on Monumental Sports Network.
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About Under Armour
Industries
Industrial & Manufacturing
Consumer Goods
Company Size
10,001+
Company Stage
IPO
Headquarters
Baltimore, Maryland
Founded
1996
There are no jobs for Under Armour right now.
Find jobs on Simplify and start your career today