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Under Armour makes and sells athletic clothing, shoes, and accessories for people who exercise and play sports.
Under Armour sells athletic clothes, shoes, and gear to regular people who work out, plus to teams and schools. It makes money in two main ways: a wholesale business, where it sells its products to big retailers like Dick's Sporting Goods and other stores, and a direct-to-consumer business, where it sells through its own stores and website. The wholesale side still brings in the majority of revenue, but the company has been pushing harder on its own stores and app to keep more of each dollar.
Think of it as a brand that lives on people's bodies when they sweat. Its main products are performance T-shirts and leggings, training shoes, and sports accessories. Customers pick it for its sporty, performance-first feel, though it competes hard against much bigger rivals like Nike and Adidas, who spend far more on marketing and sponsorships.
The company was founded by Kevin Plank in 1996, starting with a moisture-wicking shirt for football players. That invention kicked off the whole brand. Today it also sponsors athletes and college teams to stay visible. Recently, Under Armour has been working to fix its business — cutting costs, simplifying its product line, and trying to win back customers after a few rough years. It brings in roughly $5 billion in annual revenue, though growth has been slow and the stock has fallen a lot from its peak. The company mainly uses its cash to run the business and pay down debt rather than pay dividends.
Saved answer · last researched 11 Oct 2026