2010 – 2019
2010 | 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 grandma’s basement. Kevin Plank marked the
occasion by signing the box that made the milestone.2011 | CHARGED COTTON®
After years of waging war on cotton, Under Armour further cemented its reputation for relentless
innovation by developing Charged Cotton®, a fabric that dries faster than regular cotton, but feels just as
soft and comfortable.2012 | ARMOUR BRA®
The sports bra was reinvented. Under Armour talked with everyday athletes and tested hundreds of
prototypes to develop the perfect performance fit for its revolutionary Armour Bra™. Designed by women
for women, UA took the innovative approach of uniquely constructing each specific cup size to deliver
unmatched, made-for-you comfort and support. Finally, a bra built to fit athletes perfectly.2013 | COLDGEAR® INFRARED
As part of Under Armour’s relentless pursuit of innovation they introduced their best insulation system
yet with ColdGear® Infrared. A soft, thermo-conductive lining absorbs and retains body heat, so athletes
stay warmer for longer... with no extra weight or bulk. Impressive!2014 | SPEED FORM APOLLO
Under Armour is an officially recognised footwear brand and the introduction of the Speedform Apollo
confirms it. It was the first running shoe ever made in an apparel factory and was designed for speed with
zero distractions. As the tagline said, “This is what fast feels like.”2015 | DIGITAL REVOLUTION AND CONNECTED FITNESS
Through the acquisitions of fitness app companies MapMyRun, Endomondo, and MyFitnessPal, Under
Armour built the world’s largest digital fitness and wellness community. The brand that changed how
athletes dress now changes how they live and train.2016 | CONNECTED FOOTWEAR
Under Armour introduced its first smart shoe, the UA SpeedForm® Gemini 2 Record Equipped. It’s built-
in Record Sensor™ technology tracks and stores data including time and date, duration, distance, and splits
while providing an untethered running experience that allows athletes to run device-free.2017 | ATHLETE RECOVERY SLEEPWEAR
Inspired by Tom Brady’s training routine, Under Armour created an advanced sleep system that uses the
body’s energy to power recovery. The key is the soft bio-ceramic print on the inside of the fabric that
absorbs natural heat and reflects Far Infrared energy back into the skin to help the body restore muscle,
recover faster, and promote better sleep. Rest. Win. Repeat.2018 | UA HOVR LIFTS YOU UP
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 you’re experiencing zero gravity.
Under Armour, 1. Gravity, 0.Rise of the Underdog