If we mention the brand Under Armour, several might remember world-class athletes wearing high-performance clothing, and it might not be far from the truth. But in the beginning, the game of this brand started with much more modest goals; it was a simple mission: to make the athletes feel better, perform better.

This blog will provide a deep insight into the grand success story of Under Armour, a brand that began as American football and became a huge global sports trend.

The Birth of an idea

As the year 1996 started, Kevin Plank, the young University of Maryland football player, and his experience with the cotton t-shirt issue will never be forgotten. His practice was especially hot and this time, the t-shirt on him that was made of cotton was sticking in a very unpleasant manner. This irritation would be the moment of change for him that would bring a huge breakthrough in the sports world in the future.

Birth of the Shorty in 1996

In 1996, Plank worked the same way to solve the problem of sweating back. Finding a way to manufacture and develop innovative sportswear straight out of his grandmother’s basement, he named the cloth “The Shorty” made from a synthetic fibers approach. 

The foundation of the Under Armour brand was born on that moment.

The birth of HeatGear in 1999

Under Armour’s first success came out of their promotion on the use of the Shorty, the renowned HeatGear, a special microfabric that was designed to get sweat away from the body making athletes feel cooler and drier, followed. 

Plank was very wise to attract American football players, who usually wore heavy, cotton jerseys that trapped heat and sweat, and thus it was a novel strategy that was taken very quickly by them. 

By 1999, Under Armour was at the top of the athletic apparel market, challenging giant brands like Nike and Adidas.

Beyond football and basketball

Under Armour didn't stop at football and basketball. The brand aggressively expanded its offerings to cater to a wider range of athletes. 

Baseball players found Under Armour's sliding pants and fitted jerseys to be a game-changer. Golfers appreciated the brand's moisture-wicking polos and comfortable shorts that allowed them to swing freely.

The embrace of women's athletics was another significant step. Under Armour's well-fitting sports bras and yoga pants, designed for maximum comfort and support during high-impact workouts, resonated with female athletes. This diversification helped solidify the brand's position as a major player in the global sportswear market.

Stepping up in the basketball game 

Fast-forward to 2005, the brand recognized the need for performance-driven apparel across different sports. Basketball players embraced Under Armour's lightweight, breathable jerseys and shorts, while runners swore by the brand's comfortable and supportive Under Armour men's running shoes. 

Women athletes found a haven in Under Armour's well-fitting sports bras and yoga pants, designed for maximum comfort and support during high-impact workouts.

This diversification helped solidify the brand's position as a major player in the global sportswear market.

Partnering with Stephan Curry 

In 2013, Under Armour made a strategic move by signing a young, up-and-coming basketball player named Stephen Curry. Curry, known for his lightning-fast speed and incredible shooting range, was a perfect fit for the Under Armour brand. 

Under Armour developed a signature line of basketball shoes and apparel specifically for Curry, which became a huge success. Curry's rise to superstardom, winning multiple NBA championships and shattering three-point records, further propelled Under Armour's popularity in the basketball world. 

This partnership solidified Under Armour's position as a major contender in the basketball apparel market, not just for fans, but for elite athletes as well.

Commitment to cutting-edge technology

Under Armour didn't rest on its laurels after the success of HeatGear. The brand consistently pushed boundaries with new technologies like:

ColdGear

This fabric technology keeps athletes warm during cold-weather workouts, ensuring optimal performance regardless of the temperature.

UA HOVR revolutionary cushioning

In 2018, the brand introduced UA HOVR™, a revolutionary cushioning technology that absorbs impact and returns energy during workouts, providing a more responsive and comfortable running experience in Under Armour men's running shoes and other footwear.

Record equipped:

This technology integrates with fitness apps, allowing athletes to track their workouts, monitor progress, and receive personalized training plans.

Under Armour beyond the realm of performance 

The brand has cultivated a loyal following thanks to its association with hard work, dedication, and pushing one's limits. 

Stylish and comfortable Under Armour tracksuit options and everyday wear have broadened Under Armour's appeal, making it a go-to choice for athletes and non-athletes alike.

A global brand with local roots

Under Armour's success story is a testament to the power of innovation and dedication. Here at Alriqa Sport Libya, we’re proud to be the official distributor of Under Armour in the country, bringing you the latest and greatest in athletic apparel and footwear.

No matter what you’re looking for, you will find shoes for men, shoes for women, sports shoes for your next workout, cardio session, or a comfortable pair of yoga pants and more. 

Under Armour's success story is a testament to the power of innovation and dedication.

No matter what your sport or activity level, Under Armour has something for you.

Simply visit Alriqa Sport’s nearest shop to you or browse our website and discover the Under Armour difference.