Under Armour | Vibepedia

Founded in 1996 by Kevin Plank, Under Armour (UA) disrupted the athletic apparel market with its signature moisture-wicking fabric technology. Initially focused on base layers for athletes, UA has since expanded into a full range of performance sportswear, footwear, and accessories for men, women, and youth. The brand is known for its 'Protect This House' and 'I Will' marketing campaigns, aiming to inspire athletic performance and mental toughness. Despite facing increased competition and some strategic missteps, UA continues to innovate in material science and product design, seeking to reclaim its position as a top-tier performance brand.