How Did Under Armour Get Its Name?

So what's with that extra "U" in "Under Armour?" Watch and find out.

Author:: Daniel Kuhn
Publish date:: Feb 13, 2018 6:20 PM EST

With it looking like Under Armour (UAA) - Get Report is on the road to success once again, we decided to take a look at one of the questions of the ages. What's with that extraneous "U" in the athletic apparel maker's name? Is it to add a facade of sophistication?

It turns out the answer is a little simpler than you might think. In Kevin Plank's battle to trademark a name for his new company and product back in 1996, he had trouble gaining his initial name "Heart." After a little more brainstorming and a miscommunication with his brother, he landed on "Under Armor."

BUT, he wasn't so sure the hot new thing known as the Internet would be around in a few years, and with the spirit of #branding, he made a little change before the trademark. After all, 888-4Armour was still available toll-free.

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