Under Armour Golf

Founded 1996 · Baltimore, Maryland, USA

Apparel & Footwear

#66

Global Rank

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Under Armour Golf represents the Baltimore-based athletic giant's calculated push into golf, translating its performance apparel DNA, moisture-wicking fabrics, compression fits, and tech-forward materials, into golf-specific silhouettes. Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour built its reputation on synthetic performance gear that challenged traditional cotton-based athletic wear. The golf division launched in earnest in the early 2010s, backed by aggressive tour signings including Jordan Spieth, who became the brand's flagship athlete from 2013 through 2022. Under Armour's golf footwear, particularly the Spieth signature shoe line and the Drive series, emphasized traction innovation and lightweight construction, competing directly with Nike and adidas in the performance golf shoe category. The apparel range, polos, outerwear, and base layers, features branded technologies like HeatGear and ColdGear, designed for temperature regulation across varied playing conditions. Following Spieth's departure to FootJoy in 2022, Under Armour's golf presence has recalibrated, maintaining tour staff including Tom Kim and maintaining shelf space at major retailers. The brand targets golfers who identify with athletic performance narratives rather than traditional country club aesthetics, positioning itself as modern, data-driven, and relentlessly focused on functional advantage. Under Armour Golf remains a significant player in the golf apparel and footwear markets, though its trajectory has been less meteoric than its early-2010s ambitions suggested, navigating broader corporate challenges and intensifying competition from both legacy golf brands and new direct-to-consumer entrants.