Under Armour, Inc. Stock: price and insider trades · United States · SEC (Form 4)

About Under Armour, Inc.

Under Armour, Inc. is a US-listed company traded on the NYSE under the tickers UA and UAA, and headquartered in the United States. Founded in 1996 by Kevin Plank, the company began with a practical product mission: building performance apparel that could wick sweat and support athletes better than conventional cotton basics. Its historical home is Baltimore, Maryland, which remains central to the brand’s identity and operating culture. ([about.underarmour.com](https://about.underarmour.com/en-us/our-company/history.html?utm_source=openai)) Under Armour’s business model is built around designing, marketing and distributing athletic apparel, footwear and accessories for men, women and youth. The company first established its reputation through technical performance fabrics, then expanded into broader product franchises such as HeatGear, ColdGear and HOVR, alongside training, running, basketball and lifestyle collections. It operates through an omnichannel model, combining direct-to-consumer sales, e-commerce and wholesale relationships with specialty and general sporting-goods retailers. ([sec.gov](https://www.sec.gov/Archives/edgar/data/1336917/000119312524170521/d850893dars.pdf?utm_source=openai)) From a competitive standpoint, Under Armour operates in a highly contested global sportswear market dominated by Nike and Adidas, where brand strength, innovation cadence and margin discipline are critical. Its core positioning remains performance-led rather than fashion-led, although management has been working to sharpen product focus and improve brand consistency. The company highlights a commercial footprint in more than 140 countries and a global network of brand houses and factory houses, underscoring a meaningful international reach even if it is smaller than the largest industry players. ([about.underarmour.com](https://about.underarmour.com/en-us/our-company.html?utm_source=openai)) Recent developments point to an ongoing corporate transformation. In 2025–2026, Under Armour emphasized portfolio simplification, operating discipline and brand reset initiatives. Management announced expanded restructuring actions, leadership changes in January 2026, and a continued focus on improving execution across product, brand and go-to-market functions. The company’s 2025 results also pointed to signs of improved momentum in North America, while making clear that the turnaround is still in progress. For investors, Under Armour should be viewed as a US-listed athletic brand in transition, with exposure to consumer spending cycles, promotional intensity and the success of its strategic reset. ([about.underarmour.com](https://about.underarmour.com/en/stories/press-releases/release.33053509-a980-4a32-a68f-4deefa00994d.html?utm_source=openai))