What Other Companies Does Under Armour Own? Exploring Subsidiaries and Brands

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Under Armour, renowned for its innovative sports apparel and footwear, has expanded its market presence through strategic acquisitions. These purchases have allowed the company to diversify its product portfolio and enhance its technological capabilities. As a result, Under Armour has been able to offer consumers a wide range of fitness applications alongside their traditional sportswear.

The company’s significant acquisitions include the purchase of fitness and wellness platforms such as MyFitnessPal and Endomondo. These investments reflect Under Armour’s broader business strategy to dominate not just in apparel sales but also in the digital health and fitness space, providing holistic solutions to fitness enthusiasts around the globe. By owning these subsidiaries, Under Armour aims to leverage data and customer engagement, enhancing their overall competitive stance in the sportswear industry.

Key Takeaways

  • Under Armour has diversified its business by acquiring technology platforms like MyFitnessPal and Endomondo.
  • The company’s acquisition strategy enhances its product offerings and strengthens its position in the digital fitness market.
  • Owning various platforms allows Under Armour to engage with customers on multiple fronts, broadening its community and social impact.

Company Overview

This section takes a closer look at Under Armour’s origins, its corporate identity, and the place it calls home. Discover the journey from inception to its status as a public entity.


Under Armour began as the brainchild of Kevin Plank, a former football player from the University of Maryland. Frustrated by his sweat-soaked shirts, Plank set out to create a better solution. In 1996, he developed his first prototype, a moisture-wicking compression garment designed to keep athletes cool and dry.

Under Armour Inc

Under Armour, often referred to by its stock ticker UA or UAA, is a powerhouse in the sports apparel and footwear industry. Since going public on the NYSE, the company has expanded its reach globally and now offers a diverse range of products tailored to athletes and casual consumers alike.

Headquarters Location

The heartbeat of Under Armour lies in Baltimore, Maryland, where the company’s headquarters serve as a hub for innovation and design. Baltimore’s proximity to major distribution routes and a talented workforce makes it an ideal location for the headquarters of a dynamic company like Under Armour.

Financial Performance

In recent years, Under Armour has made significant strides in enhancing its financial performance, evidenced by notable revenue growth, detailed earnings reports, and a solid market capitalization that reflects investor confidence. These financial indicators provide insights into the company’s health and business trajectory.

Revenue Growth

Under Armour’s apparel revenues saw a significant boost with a 33 percent increase in 2021, driven by popular products like UA RUSH™ and UA-ISO-Chill®. According to their Annual Report 2021, these innovations have been instrumental in propelling sales and expanding market reach.

Earnings Reports

Under Armour has reported comprehensive financial outcomes for recent fiscal quarters. The company disclosed unaudited results for the second quarter of fiscal 2024, which can be obtained in detail through their press release on PR Newswire. These reports provide a window into Under Armour’s profit margins and operational efficiency.

Market Capitalization

The company’s presence on the New York Stock Exchange (NYSE), under the ticker symbols UA and UAA, reflects its prominence within the athletic apparel industry. Market capitalization, a telling sign of the company’s value as perceived by shareholders, is influenced by the stock price, which fluctuates based on earnings reports and general market trends.

Product Portfolio

Under Armour has strategically expanded its product offerings to include a wide range of options, ensuring they cater to diverse consumer needs. Their product portfolio is structured across various domains, including apparel lines, footwear collections, and accessories, all of which emphasize performance and innovation.

Apparel Lines

Under Armour’s apparel segment features performance-based clothing designed for a variety of sports and activities. They have multiple apparel lines tailored to specific requirements, like heat retention for cold weather or moisture-wicking for intense workouts. These lines cater to men, women, and youth, ensuring inclusivity across all age groups.

Footwear Collections

The footwear collections at Under Armour are engineered to provide optimal support and comfort for athletes. Whether it’s running shoes with advanced cushioning or soccer cleats designed for maximum maneuverability, their footwear is a blend of technology and style, addressing both the aesthetic and functional demands of consumers.


In addition to apparel and footwear, Under Armour offers a variety of accessories that complement their main product lines. This includes hats, gloves, and bags that possess the same focus on performance as their wearable items, often integrating materials and designs that support athletic activities under various conditions.

Business Strategy


Under Armour’s strategic approach is multifaceted and centers on innovation, comprehensive marketing campaigns, and tapping into international markets to bolster its brand presence and drive revenue growth.

Research & Development

Under Armour remains steadfast in its commitment to innovation and product development. This entails a significant investment in research and development (R&D) to design cutting-edge sportswear that meets the evolving needs of athletes. Through leveraging technology and consumer feedback, they aim to enhance performance and comfort, contributing to the company’s market value.

Sales & Marketing Strategies

Strategies for sales and marketing are critical to Under Armour’s success. They’ve crafted a potent mix of traditional advertising, digital campaigns, and celebrity endorsements to build a robust brand image. By focusing on both direct-to-consumer channels and strategic partnerships, Under Armour ensures that its marketing efforts translate into sales performance and revenue growth across various platforms.

Global Expansion

Global expansion is a cornerstone of Under Armour’s strategy, with ongoing efforts to increase its presence in countries outside the United States. Determinedly capturing market share in Europe, Asia, and Latin America, they pair local market analysis with global brand appeal to resonate with a diverse customer base. This international outreach is essential for sustaining their global market value and driving long-term growth.

Brand Acquisitions

Under Armour has expanded its portfolio through strategic acquisitions, tapping into the fitness technology market. These acquisitions support its vision of offering digital tools that complement its performance apparel and footwear to create a comprehensive fitness experience.

MyFitnessPal Acquisition

Acquired by Under Armour in 2015, MyFitnessPal is a significant addition to their digital suite. This platform operates in the fitness and wellness tech sector as a prominent app for tracking diet and exercise, boasting a user base that allows for expansive community engagement. The union aimed to enrich Under Armour’s digital ecosystem with robust nutritional data and personalized insights.

MapMyFitness Acquisition

MapMyFitness was one of the first acquisitions Under Armour made in the digital fitness space in 2013. This platform includes a family of fitness apps that integrate with Under Armour’s products, enabling users to map, record, and share their workouts. Integrating MapMyFitness into Under Armour’s offerings highlights the brand’s commitment to innovation and accessibility in fitness technology.

Endomondo Acquisition

Completing the suite is Endomondo, which joined the Under Armour family alongside MyFitnessPal. As an international entity that connects fitness enthusiasts across the globe, the acquisition of Endomondo enhances the international footprint of Under Armour’s digital health initiatives and provides users around the world with detailed data to improve their exercise routines and overall health.

Through these acquisitions, Under Armour solidifies its position not just as an apparel manufacturer but as a holistic fitness entity. The brand continues to integrate technology solutions that address a broad spectrum of fitness activities, encouraging an active lifestyle among its community.

Competitive Landscape

The competitive landscape for Under Armour reveals a dynamic apparel market where major players like Nike and Adidas set the benchmark, while market share and industry trends continually evolve.

Nike and Adidas

Nike and Adidas are two of the most formidable competitors in the sportswear domain, consistently leading in market capitalization and brand presence. Nike, with its vast array of athletic products, remains a dominant force, while Adidas’s diversified offerings secure it as a perennial contender in the apparel market.

Market Share Analysis

In the analysis of market share, Under Armour, although a substantial player, trails behind giants like Nike and Adidas. The company’s focus on performance gear positions them well within the industry, but capturing a larger share requires innovative strategies to compete with established brands such as Champion.

Industry Trends

Current industry trends show a surge in demand for athletic wear that combines technology with comfort, a niche where Under Armour has room to excel. Sustainability and brand collaborations are also influencing consumer preferences, guiding the strategies of leaders in the apparel market.

Leadership and Governance

Under Armour operates under a robust leadership and governance structure designed to drive growth and reflect its core values. The company’s leadership and governance revolve around a committed executive team and a strategic board of directors.

Executive Team

Under Armour’s executive team is helmed by the CEO, who plays a crucial role in shaping the company’s direction and financial health. Notably, the CEO oversees the implementation of strategies aimed at maximizing net income. Patrik Frisk is recognized for his tenure as President and CEO, contributing significantly to the brand’s market positioning.

Kevin A. Plank, the founder of Under Armour, currently holds the title of Executive Chairman and Brand Chief. His vision for the company is deeply embedded in its operations, driving innovation and representing the brand’s commitment to empowering athletes.

Board of Directors

The Board of Directors at Under Armour includes individuals with diverse backgrounds and expertise, underlining the company’s adherence to comprehensive corporate governance. The board’s responsibilities are precisely outlined, ensuring that the directives align with shareholder interests and enhance corporate accountability.

One distinguished member is Admiral Eric T. Olson, a retired U.S. Navy Admiral and former Commander of the U.S. Special Operations Command, bringing invaluable leadership experience to the governance table. The collective wisdom of the board underscores Under Armour’s commitment to leadership that mirrors the brand’s core values.

Partnerships and Endorsements

Under Armour has strategically aligned itself with various institutions, teams, and individuals to boost its brand visibility and market penetration. From forging strong bonds with universities to signing on high-profile athletes, Under Armour’s partnerships and endorsements span a wide array of sports and talents.

University Collaborations

Under Armour has secured deals with several universities, ensuring that future sports stars are already acquainted with their products early in their careers. University of Notre Dame and University of Maryland are among the prominent institutions that have embraced Under Armour’s sponsorship.

  • University of Notre Dame: Under Armour signed a lucrative, long-term partnership to supply the Irish sports teams, strengthening their presence in collegiate athletics.
  • University of Maryland: As the alma mater of Under Armour’s founder, Kevin Plank, the partnership with this university holds significant brand sentiment and strategic value.

Professional Athletes

The company keenly supports professional athletes, providing them with cutting-edge sports apparel and equipment. NBA star Stephen Curry’s groundbreaking partnership with Under Armour has been pivotal for the brand’s growth in the competitive basketball segment.

  • Stephen Curry: Under Armour and the NBA star have a significant endorsement deal that has involved equity partnerships and the launch of a Curry-specific brand.
  • Kevin Durant: Although associated with other brands, Durant’s prominence in the NBA exemplifies the caliber of athletes Under Armour aims to partner with.

Team Sponsorships

Under Armour doesn’t just limit its reach to individual athletes but also sponsors professional teams, increasing its visibility on national and international stages.

  • Major League Baseball (MLB): Under Armour has had dealings within the MLB circles, aiming to outfit future baseball stars with top-quality performance wear.
  • Professional Football Teams: Representing their foray into the world of professional football, Under Armour has equipped football teams with their innovative sportswear to enhance performance on the field.

Community and Social Impact

Under Armour is committed to leveraging its platform to support various community and social impact initiatives. These efforts reflect the company’s core values and are expressed through strategic partnerships, such as Ripken Baseball and Curry Brand, and through its global “Protect This House” mission.

CSR Initiatives

Under Armour inspires by providing opportunities for youth to engage in sports and leadership activities, particularly through partnerships with organizations like Ripken Baseball. They maintain a focus on empowering young athletes, fostering a sense of community, and instilling values such as teamwork and perseverance. Moreover, Under Armour’s Curry Brand, a collaboration with NBA star Stephen Curry, integrates philanthropy directly into its business model, aiming to create positive change in lower-income communities by increasing access to sports for youth.

Additionally, the company encourages its employees to participate in community service, offering 40 hours each year to dedicate to volunteering. They’re working towards a bold goal of reaching a collective effort of 1 million hours of volunteering by the end of 2025, which would significantly impact communities globally.

Environmental Sustainability

Under Armour understands that sustainability is a key aspect of corporate responsibility and has released their 2023 Sustainability and Impact Report, outlining their commitments and actions. They’re steadfast in their mission to reduce the environmental footprint of their products and operations—a pledge that aligns seamlessly with their “Protect This House” initiative.

Their approach to Environmental Sustainability includes setting concrete goals to guide their efforts towards reducing waste and improving energy efficiency. The company aims to make meaningful strides in making their products more sustainable, which not only benefits the environment but also resonates with consumers who share these values.

Legal and Regulatory Affairs

Under Armour, an entity with a significant presence on the New York Stock Exchange (NYSE), operates under strict scrutiny from various regulatory bodies, including the Securities and Exchange Commission (SEC). This level of oversight ensures adherence to legal and regulatory requirements, an aspect of paramount importance for public companies.

Compliance: The company must regularly demonstrate compliance with SEC regulations, a task that involves detailed reporting and transparency about its operations, financial health, and ownership structure. The significant majority ownership by insiders could be seen as a stamp of confidence, although it warrants careful analysis by potential investors and market analysts.

SEC Inquiries: It’s crucial to note that Under Armour has, in the past, faced SEC charges related to disclosure failures. These charges were centered around the company’s sales practices, specifically its revenue recognition tactics, which raised concerns about the accuracy of future revenue projections.

  • Backlash: Such incidents can result in a backlash from the investment community, particularly those closely following the company’s stock on Wall Street. Transparency with stakeholders is a key factor in maintaining trust and credibility with investors and the wider market.

Governance: Beyond keeping up with SEC mandates, Under Armour’s governance involves setting policies to guide the company toward sustainable and ethical business practices. This includes managing risk and ensuring the wellbeing of its partnerships with numerous institutions.

The company’s dealings with legal and regulatory matters are often covered by media outlets, including the Wall Street Journal, which monitors and reports on corporate activities that have significant financial implications. These actions are watched by both retail and institutional investors for signs of stability and growth potential.

Frequently Asked Questions

This section addresses common inquiries about Under Armour’s athlete sponsorships, collaborative partnerships, and product lineup, as well as providing insights into the company’s history, sports sponsorships, and current leadership.

Who are some of the notable athletes sponsored by Under Armour?

Under Armour is known for its high-profile sponsorships of athletes across various sports, including basketball star Stephen Curry and golf champion Jordan Spieth.

Can you tell me about Under Armour’s collaborative partnerships?

They have engaged in multiple collaborative partnerships throughout the years to expand their brand presence and tap into new markets, including those with NBA and smartphone companies for fitness integrations.

What types of products are included in Under Armour’s lineup?

Their product lineup spans several categories such as athletic footwear, sportswear, and performance gear, with a focus on innovation and technology integration to enhance performance.

Could you share some interesting facts about Under Armour’s history and growth?

Under Armour was founded in 1996 and has rapidly grown to become a global brand, known for revolutionizing the performance apparel industry.

Which teams and sports associations has Under Armour sponsored?

They have inked sponsorship deals with various teams and sports associations, including college teams, professional soccer clubs, and international rugby teams, to name a few.

What are the headquarters of Under Armour, and who is currently leading the company?

The company is headquartered in Baltimore, Maryland, and as of the latest information, Patrik Frisk holds the position of CEO, guiding Under Armour through its strategic growth phases.