About Under Armour, Inc.

Chainmail might be out of style but Under Armour makes performance clothes for doing battle on the sports field and in the gym. The maker of performance athletic clothing and technology has risen to the top tier of the industry. Under Armour is the official footwear supplier of the NFL and MLB and partners with the NBA. Its locker room of athlete endorsers include top performers in football, basketball, soccer, and baseball. Products, made from its moisture-wicking and heat-dispersing fabrics, keep athletes dry and comfortable during workouts. The company is also adding technology to apparel to help customers track their fitness. Under Armour sells online, by catalog, and through its more than 25,000 retail and outlet stores worldwide.


Apparel designed for winter (COLDGEAR), summer (HEATGEAR), and year-round (ALLSEASONGEAR) wear accounts for over 65% of sales. Footwear runs in about 20% with accessories such as hats, bags, and gloves contributing under 10%.

Under Armour also has a small but growing Connected Fitness business, which comprises fitness-related apps such as MapMyFitness, MyFitnessPal, Endonondo, and UA Record. The free-to-use apps generate revenue from advertising. The segment accounts for about 2% of revenue.

Almost all of Under Armour's products are made by third party manufacturers in 18 countries. Some 60% of the company's products are made in China, Jordan, Vietnam, and Malaysia.

Geographic Reach

Headquartered in Baltimore, Under Armour operates its business globally. It has European and Asian subsidiaries, and sources from suppliers worldwide. Besides North America, where it generates about 85% of sales, Under Armour's products are sold primarily in France, Germany, and the UK. It sells in Japan and Korea, as well, through a third-party licensee.

The company’s distribution facilities are located in Glen Burnie, Maryland; Mount Juliet, Tennessee; and Rialto, California.

Sales and Marketing

Under Armour generates about two-thirds of its sales through its wholesale business. Its customers include the likes of Cabela's the Army and Air Force Exchange, and Dick's Sporting Goods; the latter is its largest customer and accounts for over 10% of Under Armour's annual revenue.

The company's direct-to-consumer business is also growing rapidly -- Under Armour operates over 150 of its own factory outlet and specialty stores, primarily located in outlet centers in the US. Many of the company stores are going in Class A malls throughout the US. Some international locations are being targeted as well.

Financial Performance

Under Armour has shown strong growth in revenue and net income over the past decade. In fiscal 2016, sales surged to $4.8 billion, up 22%. The company attributes its impressive growth since 2012 to growing interest in performance apparel and its strong brand.

In fiscal 2016, Under Armour's wholesale and direct-to-consumer businesses grew revenue by 19% and 27%. By product type, apparel grew 15%, footwear 49% and accessories 17%. The company's geographic picture looks good, too, with US revenue up 16%, Asia-Pacific region revenue up 85%, EMEA (Europe, Middle East, and Africa) up 63%, and Latin America 34%.

Net income grew 10% to $257.0 million as a result of the higher revenue, although a relatively higher cost of goods sold and the negative impact of the strong US dollar on the growing international business meant bottom line growth lagged behind top-line growth.

Cash from operations in fiscal 2016 was $304 million, up from an outflow of $44 million the previous year. The increase was due to a $323.1 million increase in cash from operating assets and liabilities, as well as a $24.4 million increase in net income.


Under Armour is working to increase revenue outside North America. The company has been opening direct sales channels in several South American companies, expanding in China, and partnering with football (soccer) teams in Europe and South America. The US as a percentage of total sales has fallen from 90% in 2014 to 83% in 2016; the company is growing in Europe and the Asia-Pacific region at roughly the same rate.

The company sees a longer term play in its Connected Fitness category, which provides fitness-related apps such as the famous MyFitnessPal nutrition tracker, which it acquired in 2015. The segment's revenue increased 320% from 2014 to 2016, and now occupies nearly 2% of total company sales.

Under Armour sees potential in the wearables market, going beyond wristwear to embedding sensors into clothing that track fitness metrics for anyone from world-class athletes to people out for a walk. The company's digital fitness center in Austin, Texas is expected to play a key role in those developments.

Despite its strong revenue growth internationally in the first half of 2017, near-zero growth in the US in the same period triggered job cuts amounting to 2% of its total workforce. The Connected Fitness segment absorbed around 25 of the 280 layoffs.

Mergers and Acquisitions

In 2015, Under Armour continued its connected fitness investment with the acquisition of MyFitnessPal, a digital nutrition and connected fitness firm, for $474 million. Another 2015 deal was the acquisition of Endomondo, a Denmark-based fitness tracking and social fitness network, for about $85 million.

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Under Armour, Inc.

1020 Hull St Fl 3
Baltimore, MD 21230-5358
Phone: 1 (410) 454-6428
Fax: 1 (410) 439-1292


  • Employer Type: Public
  • Stock Symbol: UAA
  • Stock Exchange: NYSE
  • Chairman and CEO: Kevin A. Plank
  • President and COO: Patrik Frisk
  • Chairman and CEO: Kevin A. Plank
  • 2016 Employees: 9,400

Major Office Locations

  • Baltimore, MD

Other Locations

  • Little Rock, AR
  • Anthem, AZ
  • Glendale, AZ
  • Cabazon, CA
  • Camarillo, CA
  • Livermore, CA
  • Napa, CA
  • Rialto, CA
  • San Clemente, CA
  • Vacaville, CA
  • Clinton, CT
  • Rehoboth Beach, DE
  • Destin, FL
  • Ellenton, FL
  • Estero, FL
  • Orlando, FL
  • Saint Augustine, FL
  • Sunrise, FL
  • Locust Grove, GA
  • Woodstock, GA
  • Williamsburg, IA
  • Rosemont, IL
  • Edinburgh, IN
  • Fremont, IN
  • Kansas City, KS
  • Simpsonville, KY
  • Gonzales, LA
  • Wrentham, MA
  • Annapolis, MD
  • Bethesda, MD
  • Hagerstown, MD
  • Ocean City, MD
  • Queenstown, MD
  • Birch Run, MI
  • Howell, MI
  • Albertville, MN
  • Bloomington, MN
  • Branson, MO
  • Chesterfield, MO
  • Osage Beach, MO
  • Pearl, MS
  • Asheville, NC
  • Smithfield, NC
  • Gretna, NE
  • North Conway, NH
  • Tilton, NH
  • Jackson, NJ
  • Tinton Falls, NJ
  • Las Vegas, NV
  • Deer Park, NY
  • Lake George, NY
  • Niagara Falls, NY
  • Riverhead, NY
  • White Plains, NY
  • Aurora, OH
  • Jeffersonville, OH
  • Oklahoma City, OK
  • Portland, OR
  • Woodburn, OR
  • Bethlehem, PA
  • Gettysburg, PA
  • Lancaster, PA
  • Pottstown, PA
  • Tannersville, PA
  • Bluffton, SC
  • Myrtle Beach, SC
  • North Charleston, SC
  • Nashville, TN
  • Allen, TX
  • Austin, TX
  • Grapevine, TX
  • Laredo, TX
  • Texas City, TX
  • Lehi, UT
  • Mc Lean, VA
  • Woodbridge, VA
  • Essex Junction, VT
  • Centralia, WA
  • North Bend, WA
  • Quil Ceda Village, WA
  • Johnson Creek, WI
  • Pleasant Prairie, WI
  • Cookstown, Canada
  • Kanata, Canada
  • Mirabel, Canada
  • Mississauga, Canada
  • Niagara On The Lake, Canada
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