Under Armour Women's Fashion Brand

Under Armour is the performance-apparel brand in this letter, and its product range starts with this list: athletic shoes, t-shirts, jackets, hoodies, pants, leggings, shorts and accessories such as bags, gloves, caps and protective gear. The company also produces American football, basketball and soccer uniforms, among other sports. For a women's shopper, that list is the range map - training and fitness apparel first, team uniforms behind it - which is why the brand sits under fitness fashion.

The brand promotes its products through sponsorship agreements with many celebrity athletes, professional teams and college athletic teams, a field in which it competes with other sports apparel companies. That sponsorship model explains the brand's visibility in women's sport: the same performance line sold to individual athletes is the line placed on sponsored teams, so the women's range a shopper finds in a store is the retail face of a team-and-athlete business.

A Better T-Shirt: The 1996 Founding Idea

It started with a simple plan to make a superior T-shirt: a shirt that provided compression and wicked perspiration off the skin rather than absorbing it, and that worked with the body to regulate temperature and enhance performance. Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry and light throughout a game, practice or workout. The founder's own playing background explains the start: the first product answered a football player's problem with sweat-soaked cotton under a uniform.

The technology system that grew from that shirt follows a simple wearing rule: wear HeatGear when it is hot, ColdGear when it is cold, and AllSeasonGear between the extremes. Behind that rule sits a diverse product assortment for men, women and youth. For women's buying, the practical reading is to shop by condition first - heat, cold or in-between - and by garment second, because the brand itself organises its technology that way. The company's mission is to make all athletes better through passion, design and the relentless pursuit of innovation.

Researching the Women's Line

The brand's own women's pages, linked in References below, are the place to learn more about Under Armour clothing and footwear. On Apparel Search itself, the links here - the company's news, profile, jobs and financial pages, its definition entry, and the fitness fashion guide - let a researcher move from this brand summary to the company's record, its hiring pages and its stock coverage without leaving the directory. And the closing thought is simple: whatever fitness apparel you are wearing is in style.

Set beside this letter's other profile, Under Armour is U's engineered half: where UGG built a footwear name on sheepskin and a trademark fight, Under Armour built an apparel name on a moisture-wicking shirt and a three-part temperature system. Both brands rest on the same kind of record - founding year, founder and product lists.

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