Company Overview

Under Armour is a leading inventor, marketer, and distributor of branded performance athletic apparel, footwear, and accessories. Founded in 1996, the company entered the golf apparel market in the early 2000s, but it wasn’t until signing Jordan Spieth in 2013 that it began to gain strong momentum in the golf industry. At the end of Spieth’s first year with Under Armour, the brand’s golf product sales had almost tripled.

The brand’s innovative products are targeted to consumers with active lifestyles. Beyond the company’s vaunted base layers, the Under Armour golf line primarily comprises polo shirts, pants and shorts, outerwear, accessories, and shoes for men, women, and children.

“Being a golfer isn’t a traditional 9-5 job. You’re on your feet walking the course for such a long time so it’s so important to be equipped with products that will help your body achieve its best while competing. I’m thankful to have a partner in Under Armour that’s developed golf shoes that combine comfort, style, and performance through the long days we endure on the course,” says Jordan Spieth, who remains under contract with Under Armour through 2029.

Business Innovation

In 2024, Under Armour demonstrated its commitment to innovation with the release of the UA Goin’ Under Golf Collection, a modern twist on golf classics featuring head-to-toe pieces for both men and women. The collection represents UA’s entry into the growing movement toward more casual and non-traditional golf apparel.

“The sport of golf has evolved tremendously so we knew we needed to evolve with it,” says John O’Connor, Designer, Apparel Graphics at Under Armour. “We’re excited to bring The Goin’ Under Collection to life and offer bold options for golfers who want to stand out on the course. This accessible collection appeals to golfers of all levels and style preferences, combining quality clothing with modern designs, including the classics and some options with an edge.”

Strategic Initiatives

Under Armour has expanded its golf presence through several key initiatives:

• The Junior Tour Powered by Under Armour, a national youth golf league for boys and girls ages 6-18
• Partnership with four-time NBA champion Stephen Curry, an avid golfer who serves as President of Curry Brand
• Development of innovative golf footwear, including the Phantom Footwear line that combines training shoe comfort with golf-specific features

Market Presence

Under Armour’s deepest relationship in golf remains with Spieth, a three-time major championship winner and former world No. 1. The company has leveraged his name with four generations of Spieth’s namesake shoe and continues to work closely with its golf athletes to create performance-enhancing products that meet the needs of golfers of all skill levels.

In addition, Curry’s expanded role as President of Curry Brand has brought new energy to UA’s golf category. Curry’s involvement includes providing insights on product development and strategic business initiatives across multiple categories, including golf, where his passion for the sport has helped drive innovation and market expansion.

KEY TAKEAWAYS

Under Armour continues to evolve its presence in golf through strategic partnerships, innovative product development, and a commitment to both performance and style. The combination of Jordan Spieth’s ongoing success, Stephen Curry’s expanded role, and the brand’s push into modern golf apparel positions Under Armour for continued growth in the golf market. While golf remains a smaller portion of Under Armour’s overall business, the category has shown steady development and innovation, particularly in footwear and performance apparel.