A Blow by Blow!
On all the moments that made Under
Armour what it is today.
The 90’s
1996 | PROTOTYPE #0037 - “THE SHORTY”
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. Under Armour’s first
product did $17,000 in sales which is a stark contrast to their now
estimated $5B in annual sales.
1997 | 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.
Then there’s AllSeasonGear®, which keeps athletes comfortable
between the extremes.
1998 | THE MOVE TO BALTIMORE
Under Armour moved operations from a rowhouse in the
Georgetown neighborhood of Washington D.C. to an all-new
headquarters and warehouse in Baltimore, MD, the city it has called
home ever since.
1999 | THE BIG BREAK
Under Armour signed on to supply products for the Oliver Stone
film Any Given Sunday starring Al Pacino and Jamie Foxx. In key
scenes of the film, the football team wore Under Armour apparel and
accessories and athletes everywhere took notice. This was one of the
well-thought-out marketing moves that launched the Under Armour
brand into the public space, rapidly increasing its brand awareness and
the consumer’s interest.