Under Armour still organises a lot of its performance story around the fabrics it launched in the 1990s. The official history page, checked on 10 November 2026, starts in 1996 with Prototype #0037, “The Shorty”: a soft, skin-tight, stretchy shirt that, in the company’s words, wicked sweat faster than anything else out there and kept athletes cool, dry and light. In 1997 Under Armour followed that shirt with HeatGear for hot conditions, ColdGear for cold conditions and AllSeasonGear for the weather in between.
That three-part layering system is still the clearest way to shop the brand’s apparel without getting lost in every new capsule. This guide uses the official history, company and newsroom pages to map HeatGear, ColdGear and AllSeasonGear, then points to current products the company itself is highlighting — including UA Meridian, the Magnetico Elite 6 football boot, the Fox 3 basketball shoe and the UA Arc 96. It does not invent retail prices, because those belong on the live product page at underarmour.com.
Start with the layer that matches the weather
| Official system | When the history page says it is for | What the company claims it does |
|---|---|---|
| HeatGear | When it is hot | Keeps athletes cool, dry and light, starting with the original T-shirt |
| ColdGear | When it is cold | Keeps athletes warm, dry and light in cold conditions |
| AllSeasonGear | Between the extremes | Keeps athletes comfortable when the weather is neither hot nor cold |
Shop the layer first, then the sport. A winter run and a summer gym session are not the same kit only because both are “training.” If you are building a US wardrobe, pick HeatGear pieces for indoor and warm-weather sessions, ColdGear for cold outdoor training, and AllSeasonGear when you want one layer that sits between those jobs.
The company’s published mission is “Under Armour Makes Athletes Better,” and its vision is to inspire you with performance solutions you never knew you needed and cannot imagine living without. Those lines explain the tone of the product pages. They do not tell you whether a particular hoodie is ColdGear. The product title and the fabric name on the item itself do that.
Under Armour also publishes five values: Love Athletes, Celebrate the Wins, Stand for Equality, Act Sustainably and Fight On Together. They are useful as brand context. They should not replace a size chart.
Footwear the brand itself puts on the timeline
The official history page names UA HOVR as a cushioning system for Under Armour footwear. The company’s own description says it is “not only soft enough to absorb impact, but it also returns energy and pushes you back up so it feels like zero gravity,” followed by the line “Under Armour, 1. Gravity, 0.” Treat that as Under Armour’s claim for HOVR, not as an independent lab result.
The same history page records the 2020 launch of Curry Brand with NBA champion and MVP Stephen Curry, described as a purpose-led performance brand with a mission to ensure every young person has equitable access to sport. If you are specifically shopping basketball shoes tied to that line, look for Curry Brand on the product page rather than assuming every UA basketball shoe is Curry Brand.
Current newsroom and company headlines, checked on 10 November 2026, name several newer products without replacing those earlier chapters:
- UA Arc 96 “25XX,” launched with RaKai.
- Magnetico Elite 6, described as Under Armour’s latest football boot innovation.
- Fox 3, introduced by Under Armour Basketball.
- UA Meridian, featured as “Your Softest Legging Just Got Better.”
- The UA Bouncy Tee, styled in a newsroom piece.
- UNLESS Collective, which the newsroom says has moved to UA.com.
Use those names as filters on underarmour.com. If you need a football boot, open Magnetico Elite 6 rather than a generic cleat search. If you want the legging the company is currently promoting, open Meridian. If you want the latest basketball model the newsroom is pointing to, open Fox 3 and then decide whether you instead want a Curry Brand shoe.
How to shop the official US site and stores
The official company page, using approximate figures as of December 2024, says Under Armour has been in business for 28 years, sells in 140 or more countries, operates 445 or more UA owned brand and factory houses globally, and has about 16,000 teammates worldwide. The same page tells shoppers to find gear on the website or to download the UA App, and it links a store locator.
That is the practical path for a US buyer:
- Decide the job: hot-weather training (HeatGear), cold training (ColdGear), in-between (AllSeasonGear), running shoes, football boots, basketball or lifestyle.
- Open underarmour.com or the UA App and search the exact name you want, such as Meridian, Magnetico Elite 6, Fox 3, Arc 96 or HOVR.
- Use the official size charts linked from the company pages. Do not guess a size from a campaign photo.
- If you prefer to try the kit on, use the store locator rather than assuming every factory house carries the same launch colourway.
The about site also highlights a flag-football campaign and a partnership to advance flag football and 7v7, alongside the longer “We Love Football” and “Protect This House” story. The original Protect This House television advert, from 2003, featured former University of Maryland football standout Eric “Big E” Ogbogu. That history explains why football kit still sits near the centre of the brand. It does not mean a runner should buy a football boot.
Under Armour moved from a Georgetown rowhouse that belonged to founder Kevin Plank’s grandmother to headquarters in Baltimore in 1998, and the company has been based in that city ever since. The about pages still treat Baltimore as home, including community programmes such as Armour Day. That is background. The product decision remains the layer, the sport and the named model.
Under Armour is simplest to buy when you let HeatGear, ColdGear and AllSeasonGear sort the apparel, then use the names the company is currently publishing — Meridian, Magnetico Elite 6, Fox 3, Arc 96, HOVR, Curry Brand — to filter the rest. Confirm the live style, size and price on the official US site before you check out.
Official reference pages: Source 1, Source 2, Source 3, Source 4. Checked 10 November 2026. Availability, prices and terms can change; confirm details on the official site before you buy.
