Serious question: Why is this Under Armour popular? The logo looks a bit cheap. The fabrics and design dont seem to be anything special or diffirent from brands like Nike. Under Armour is also popular here in Europe. Why? Why did this became so big seemingly out of nothing?
It was a slow growth. Their first advertising was print ads in slam magazine for basketball gear, shooting shirts and shorts.
The founder was a Maryland grad and got the football team in compression gear, this led to the Ravens and the first athletes they used as endorses did it for zero money (or very little ).
They also had product placement in the Oliver Stone football movie Any Given Sunday.
Once it caught on in the NFL they grew.