2000 – 2009
2000 | ESPN THE MAGAZINE
Eager to capitalize on the instant fame from Any Given Sunday, the Under
Armour team volunteered to forgo their paychecks so that the start-up
could buy its first print ad, a half-page in ESPN the Magazine. The move
paid off, generating awareness for the Under Armour brand and a $750,000
increase in sales.
2001 | MAJOR LEAGUES
Enter the new millennium and Under Armour became the official supplier
of the National Hockey League, and inked licensing deals with Major
League Baseball and USA Baseball, along with key retail partners, ensuring
further growth and media attention.
2002 | THE ARMOUR UNDERNEATH
Under Armour launched its first line of performance underwear. Made
to stretch, recover, stay put, wick sweat, and breathe, it promised athletes
they’d never want to wear regular underwear ever again.
2003 | PROTECT THIS HOUSE
Under Armour’s first national television advert, 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 till
this day.
2004 | BACK TO BASICS
Eight years after its launch, Under Armour became the official outfitter of
University of Maryland athletics, where the idea for the brand was born.
2005 | GOING PUBLIC
On November 18, 2005, Under Armour went public, trading at NASDAQ
under “UARM” and became the first U.S.-based initial public offering in
five years to double on its first day of trading.
2006 | CLICK CLACK
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
.
2007 | BRAND HOUSE
Under Armour’s first Brand House retail store opened in Annapolis,
Maryland.
2009 | ATHLETES RUN
Under Armour made its first strides into the running category with the
launch of its performance footwear line.
Rise of the Underdog