underarmour.com
UnderArmour.com: What It Is and Why It Matters
UnderArmour.com is the official online store and brand hub for Under Armour, Inc., an American sportswear and athletic gear company that’s known around the world. If you go to the site directly, it redirects you to the main shopping experience where you can browse and buy products, learn about collections, and explore new releases across categories like men’s, women’s, kids’, footwear, and accessories. The URL you gave — underarmour.com — takes you into this full online storefront.
The core of the website is commerce. It’s designed for browsing and buying Under Armour gear — everything from high-performance training clothes and running shoes to casual athletic outfits and seasonal collections. You can shop by sport, by product category, and by specific collections like HeatGear® or ColdGear®, which are performance-focused lines meant to keep you comfortable in hot or cold conditions respectively.
UnderArmour.com also hosts special offers like outlet deals and promotional pricing on select products. These deals are usually highlighted on the homepage and often include free shipping and free returns (in regions where those options are available).
There’s basic navigation on the site for new arrivals, top sellers, and seasonal essentials. Beyond e-commerce, the official site sometimes links visitors to brand news, athlete partnerships, and company information through pages like “About Us” or corporate sections that talk about mission and history.
What Under Armour Is
Under Armour, the brand behind the site, started in 1996 when Kevin Plank — then a college football player — began experimenting with synthetic fabrics to create a shirt that would wick sweat better than cotton. That simple idea of moisture-wicking athletic wear quickly became a business focused on performance gear meant to keep athletes dry, cool, and comfortable during workouts and competition.
The company grew from making performance T-shirts into a full sportswear and footwear business. It made its public market debut in 2005 on the NASDAQ, and went on to expand globally with retail stores, brand houses, and a presence in multiple countries.
Under Armour isn’t just about shirts and pants. Its products now include athletic shoes, cleats, boots, training gear, bags, accessories, and sport-specific uniforms and apparel. Technologies branded by Under Armour (like HeatGear® for warm weather or ColdGear® for cold weather) signal performance features built into the fabrics.
The Brand Experience Online
When you’re on UnderArmour.com, you’re interacting with the brand’s direct customer experience instead of a third-party retailer. This means:
- First access to new releases. The “New Arrivals” section highlights latest product launches and fresh styles.
- Own-brand collections. You can browse collections tied to specific themes or athlete collaborations like Project Rock or Curry.
- Outlet Deals. The outlet section features discounted styles on clothing, footwear, and gear.
- Sport-centric navigation. Instead of just generic categories, the site lets you shop by sports like basketball, running, football, soccer, and more.
- Shipping & returns info. In many regions Under Armour offers promotions like free returns and free shipping, which are often highlighted on the site.
The overall design of UnderArmour.com is built to make it easy to find what you want quickly — whether that’s performance apparel for training, footwear for daily runs, or an outlet-priced hoodie.
What the Brand Stands For
Under Armour’s official “Purpose” statement — which you can find on the broader corporate site linked from the brand — focuses on empowering athletes and communities, not just selling products. It emphasizes performance innovation, sustainability, and inclusion as part of the company’s mission.
Even as a brand with a strong retail and product focus, Under Armour tries to position itself as a performance partner for athletes of all levels, from professional to casual. That shows up in how it markets products and what kinds of gear it prioritizes on the website.
The Brand in the News
Recent developments show Under Armour navigating challenging market conditions and strategic shifts. For example, the company recently ended its long-running partnership with NBA star Stephen Curry as part of a broader restructuring effort aimed at refocusing on core performance offerings and improving financial performance.
That kind of news isn’t on UnderArmour.com itself, but it affects how the brand is perceived and may change what products and collaborations you see online over time.
Key Takeaways
- UnderArmour.com is the official online store for Under Armour products and collections.
- You can browse and buy gear for men, women, and kids across categories like shoes, apparel, accessories.
- The site highlights new arrivals, special deals, and performance-focused tech lines like HeatGear® and ColdGear®.
- Under Armour’s brand roots go back to 1996 as a performance apparel innovator.
- The company’s broader mission focuses on empowering athletes and communities.
- Recent corporate news shows strategic shifts that might affect future product lines and partnerships.
FAQ
What can I buy on UnderArmour.com?
You can shop athletic apparel, performance footwear, accessories, and gear for a range of sports and activities. The product selection includes both classic and new-release items.
Does UnderArmour.com offer deals or discounts?
Yes. There are outlet sections and promo pages where outlet pricing and seasonal discounts are featured.
Is Under Armour a global brand?
Yes. Under Armour serves customers around the world, and many countries have localized versions of the official site with regional pricing and product selections.
What is the difference between UnderArmour.com and other retailers selling Under Armour?
UnderArmour.com is the brand’s own online storefront. Third-party retailers may sell Under Armour products too, but the official site offers full product range, brand exclusives, and direct customer support.
Can I return products bought on UnderArmour.com?
Yes. Many regions include free returns and relaxed return policies when you order directly from Under Armour’s official site. Terms vary by region.
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