Start-up Rise: From a Niche to the Public

With its innovative products, Under Armour has gradually emerged in the field of sportswear. In 1997, Under Armour launched the HEATGEAR series for dealing with extreme heat and the COLDGEAR series for dealing with severe cold in response to different climate conditions. HEATGEAR uses special breathable fabrics that can quickly evaporate sweat and keep the body dry and cool, making it very suitable for outdoor sports in hot weather; while COLDGEAR uses advanced thermal insulation technology. In cold environments, it can effectively lock in body heat while ensuring a certain degree of breathability, allowing athletes to run freely in ice and snow. These professional equipment for different climate conditions further meet the needs of athletes in various environments, and also make Under Armour's product line richer and more complete.
1999 was a significant year for Under Armour. Oscar-winning actor Jamie Foxx wore Under Armour sportswear in the movie Any Given Sunday, and the football team members wearing Under Armour sports equipment and accessories appeared in important scenes in the movie. The popularity of this movie has successfully attracted the attention of athletes around the world to Under Armour, and the brand awareness has been greatly improved. The following year, taking advantage of the popularity of the movie, the Under Armour team took the initiative to donate their salaries and published a half-page advertisement in ESPN magazine. This advertisement became Under Armour's first print advertisement. The effect of this placement was significant, not only greatly improving brand awareness, but also promoting sales by 750,000 US dollars, laying a solid foundation for Under Armour's market expansion.

With the increase in brand awareness, Under Armour began to actively cooperate with major sports leagues. In 2001, Under Armour became an official partner of the National Hockey League (NHL) and signed franchise agreements with Major League Baseball (MLB), American baseball teams and key retail partners. These collaborations enable Under Armour's products to be displayed and sold on a wider scale, further expanding the brand's influence.

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