The Under Armour success story

Word of mouth! It all resides there…What does that mean? Belief and a lot of chance!

The story started back in 1996 when the brand got created. Today, it is everywhere, probably one of the main brands being featured at Dick’s and also one of the brands that big kids tend to like a lot. From basketball shoes to hoodies, the kids have them all.

The Under Armour brand grew mostly by word of mouth, when the founder started distributing his products to several dozen players he knew from his post-high school. Still not enough tho to launch the brand and create a sustainable business. One day it caught a major break when Under Armour was featured in Oliver Stone’s football movie Any Given Sunday.

Today the brand is focusing on innovation and has seen a faster growth than Nike, Puma and Adidas, putting her at the same level as the larger brands. All brands have a stamp and this is one is the one of the warriors.