Under Armour, founded in 1996 by former University of Maryland football player Kevin Plank, started as a scrappy challenger to the sportswear industry’s dominant players, Nike and Adidas. Over the past two decades, the Baltimore-based brand has grown into a global powerhouse, revolutionizing athletic performance gear and building a multi-billion-dollar business. At the heart of Under Armour’s meteoric rise is its innovative use of athlete endorsements—a strategy that has not only propelled the brand into the spotlight but also allowed it to punch well above its weight against industry giants.
This article explores Under Armour’s journey, its athlete-first marketing approach, and how it has disrupted the sportswear market while grappling with challenges in an increasingly competitive landscape.
The Early Days: A Revolutionary Product
Under Armour’s origin story begins with a single product: a moisture-wicking compression shirt. Dissatisfied with the sweat-soaked cotton shirts athletes were forced to wear during games, Kevin Plank developed a fabric that stayed dry under intense activity. His invention quickly gained traction among college and professional athletes, setting the stage for Under Armour’s entry into the competitive sportswear market.
By the early 2000s, Under Armour was making waves, with its compression gear becoming a staple for athletes. However, Plank understood that innovative products alone would not be enough to compete with Nike and Adidas. To truly challenge the industry’s biggest players, Under Armour needed visibility—and athletes would become the brand’s most valuable assets.
The Athlete Endorsement Playbook
Under Armour’s rise was fueled by a strategic focus on athlete endorsements, choosing athletes who embodied grit, determination, and an underdog spirit—values that aligned with the brand’s identity. While Nike and Adidas were signing household names like Michael Jordan, Serena Williams, and Lionel Messi, Under Armour took a different approach, targeting emerging talent and overlooked markets.
One of Under Armour’s most significant endorsements came in 2013 when the company signed NBA star Stephen Curry. Initially overlooked by Nike, Curry became a defining figure for Under Armour, transforming the brand’s presence in the basketball market. His signature shoe line, the Curry Brand, helped Under Armour become a serious contender in basketball, a category long dominated by Nike’s Jordan Brand. Curry’s success on the court, including three NBA championships and two MVP awards, translated into massive sales and a surge in brand visibility.In 2010, Under Armour signed NFL quarterback Tom Brady, a move that proved prescient as Brady continued to dominate the league well into his 40s. Unlike flashier athletes, Brady represented discipline and perseverance—qualities that resonated with Under Armour’s core audience. His association with the brand added credibility to its performance-focused image.Under Armour entered the golf market in 2015 with its endorsement of Jordan Spieth, a young golfer who would go on to win two major championships that year. Spieth’s success not only elevated Under Armour in a sport traditionally dominated by Nike but also demonstrated the brand’s ability to diversify beyond team sports.Under Armour has also championed female athletes, signing deals with Olympic skier Lindsey Vonn and ballerina Misty Copeland. These endorsements highlighted the brand’s commitment to celebrating a broader definition of athleticism, appealing to a wider audience and challenging traditional gender norms in sports marketing.Under Armour’s athlete endorsements have been amplified by bold, emotionally resonant marketing campaigns. These campaigns focus on the struggles and perseverance of athletes, reinforcing the brand’s identity as a champion of the underdog.
The “I Will What I Want” campaign, launched in 2014, is a standout example. Featuring Misty Copeland and Gisele Bündchen, the campaign showcased powerful narratives of resilience, breaking barriers, and redefining expectations. It not only elevated Under Armour’s profile among women but also set a new standard for authenticity in sports marketing.
Similarly, Stephen Curry’s “Rule Yourself” campaign emphasized relentless training and discipline, encapsulating the ethos of the brand. The memorable tagline, “You are the sum of all your training,” resonated deeply with athletes and fans, solidifying Under Armour’s reputation as a brand for those who embrace hard work.
Challenging Nike and Adidas
Under Armour’s focus on performance gear and athlete partnerships allowed it to carve out a niche in the market. By the mid-2010s, the brand was achieving double-digit revenue growth, surpassing Adidas to become the second-largest sportswear company in the U.S. in 2014. Its rapid ascent put pressure on Nike, forcing the industry leader to innovate and defend its market share.
However, Under Armour’s success also drew attention to its limitations. Unlike Nike and Adidas, which have diversified product portfolios and strong lifestyle segments, Under Armour remained heavily reliant on performance gear. As athleisure trends surged, Under Armour struggled to compete in the fashion-forward categories where its rivals thrived. By 2017, Under Armour faced a slowdown in growth, compounded by changing consumer preferences, increased competition, and missteps in its product strategy. The brand’s reliance on the North American market made it vulnerable to saturation, and its attempts to break into the lifestyle segment were met with mixed results.
To regain momentum, Under Armour embarked on a strategic recalibration. This included refocusing on its core performance products, streamlining operations, and expanding its presence in international markets. The company also doubled down on digital innovation, acquiring fitness apps like MyFitnessPal and MapMyRun to create a connected fitness ecosystem.
Looking Ahead: The Future of Under Armour
Under Armour’s future will depend on its ability to adapt to an increasingly competitive and evolving market. The brand’s focus on innovation, athlete-driven marketing, and digital integration positions it well to compete, but it must continue to diversify its offerings and expand its appeal beyond hardcore athletes.
Key to its success will be leveraging its existing partnerships while exploring new opportunities in emerging sports and markets. As global sports sponsorships evolve, Under Armour’s commitment to authenticity and performance will remain its greatest asset in challenging the industry giants.
Under Armour’s rise from a niche performance gear brand to a global sportswear leader is a testament to the power of athlete endorsements and innovative marketing. By aligning itself with athletes who embody its values, Under Armour has created a brand that resonates deeply with those who value hard work, resilience, and determination. While challenges remain, the company’s bold approach and commitment to performance ensure it will continue to shape the future of sportswear.
This content was created by AI and supervised by a human to ensure accuracy and quality. Comspor was build for the 5communities5weeks project.
