1996 TO TODAY

 

From product innovations and ground-breaking campaigns to the partnerships and big bets that propelled the Brand forward, these are the moments that made us who we are.

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, and then 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, DC, which belonged to Kevin Plank’s grandmother, to an all-new headquarters and warehouse in Baltimore, MD, the city it has called home ever since.


2003

PROTECT THIS HOUSE

 

Under Armour’s first national television ad, 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.