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Under Armour
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Under Armour is one of the world's most iconic and influential performance sportswear brands — an American original that fundamentally reshaped the athletic-apparel industry and built an entire global category around a single, revolutionary idea. The brand was founded on 25 September 1996 by Kevin Plank, then a 23-year-old former special-teams captain of the University of Maryland football team. Frustrated by the heavy, sweat-soaked cotton T-shirts he wore under his pads — yet noticing that his synthetic compression shorts stayed dry — Plank set out to create the world's best undershirt: a form-fitting performance T-shirt made from moisture-wicking synthetic microfibre that would keep athletes cool, dry, and light. Working out of his grandmother's basement rowhouse in the Georgetown neighbourhood of Washington, D.C., Plank travelled up and down the East Coast selling his revolutionary product from the trunk of his car — and by the end of 1996, Under Armour had landed its first team sale and generated $17,000 in revenue. In 1998, the company moved to Baltimore, Maryland — the city it has called home ever since — and over more than 30 years it has grown from that basement start-up into a multi-billion-dollar global performance brand, recognised everywhere by its interlocking-UA logo and its legendary rallying cry, "Protect This House®." The Under Armour online store gives athletes and active people access to the brand's full head-to-toe performance ecosystem for men, women, and kids. Customers can shop performance apparel built around Under Armour's signature gear lines — HeatGear® for hot conditions, ColdGear® for the cold, and AllSeasonGear® for everything in between — including compression base layers, training tops and tees, hoodies and fleece, shorts, leggings and joggers, jackets and outerwear, and sport-specific kits. The footwear range spans running shoes powered by cushioning technologies such as UA HOVR™ and UA Flow, training and gym shoes, basketball shoes, football, baseball, softball and lacrosse cleats, golf shoes, and outdoor and hiking footwear. Beyond apparel and footwear, the catalogue includes a full range of accessories — backpacks and duffle bags, hats and beanies, gloves, socks, and sport-specific equipment — alongside dedicated collections such as Project Rock, and franchise lines spanning running, training, team sport, golf, hunting and outdoor. What truly sets Under Armour apart is its founding identity as a true performance innovator — a brand born not from fashion, but from a genuine athletic problem that needed solving. From the original moisture-wicking T-shirt to modern cushioning platforms, connected-fitness initiatives, and advanced performance fabrics like UA Iso-Chill and UA RUSH, Under Armour has consistently focused on engineering gear that measurably helps athletes perform. The brand carries a deep sporting heritage rooted in American football, but has grown to equip athletes across basketball, running, training, golf, baseball, and beyond — partnering with elite athletes, leading universities, and professional teams around the world. The "WILL" mindset — the belief that the will to compete and improve is what defines an athlete — remains at the very core of the brand's DNA, just as it was when Kevin Plank, who returned as CEO in 2024, first launched the company. With fast shipping, secure online payment options (including major credit and debit cards, PayPal, and more), straightforward returns, dedicated customer service, the official Under Armour app, signature performance technologies, sport-specific collections for every athlete, and more than 30 years of authentic American performance-sportswear heritage, Under Armour delivers a trusted online shopping experience for performance apparel, athletic footwear, and accessories — backed by the authority of one of the world's leading performance sportswear brands.
Find every working Under Armour discount code, verified promo codes and the best deals for September 2026 — and with up to 2.5% cashback you also get money back on every Under Armour order. Apply the code, activate cashback and save twice on a single purchase.
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