Brand Intelligence
Inside Under Armour's $5.2B Machine — 12,498 Snapshots, Fastly CDN, and a Surprising Security Gap
We scraped underarmour.com's HTTP headers, DNS records, Wayback Machine archives, and public filings. 10 deep-dive reports on the digital infrastructure behind a 27-year-old, $5.2B sports brand.
$5.2B
Annual revenue
12,498
Wayback snapshots
1996
Founded
Fastly
CDN provider
1/6
Security headers
10 Deep-Dive Reports
Each report is a standalone analysis. Click to explore.
Live
Ad Strategy
Under Armour's multi-platform paid media approach across Google, Meta, and TikTok. Creative analysis, platform allocation, and campaign patterns from a brand spending heavily to recapture market share.
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8M+
Instagram followers
Live
Email & CRM Strategy
Lifecycle messaging, segmentation, and retention strategy for a brand with 14,000+ employees and millions of customers across 100+ countries. Email infrastructure and automation analysis.
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SFCC
commerce platform
Live
Homepage Evolution Timeline
12,498 Wayback Machine snapshots dating back to December 1998. How Under Armour's homepage evolved from a simple product page to a global ecommerce experience over 27 years.
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12,498
snapshots analyzed
Live
PR, Media & Press Coverage
From Kevin Plank's basement startup story to SEC filings and CEO transitions. Every major media narrative around Under Armour's rise, struggles, and turnaround strategy.
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NYSE
publicly traded
Live
Pricing Strategy vs Nike & Adidas
Price point analysis across footwear, apparel, and accessories. How Under Armour positions between Nike's premium pricing and budget athletic brands in a $5.2B revenue context.
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$5.2B
annual revenue
Live
Social Media Playbook
8M+ Instagram followers, athlete-driven content strategy, and platform presence across TikTok, YouTube, and X. How Under Armour's social approach reflects its performance-first brand identity.
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8M+
IG followers
Live
SEO & Content Machine
Organic search strategy, keyword positioning, and content architecture for a brand operating in 100+ countries. International SEO, hreflang implementation, and content localization analysis.
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100+
countries
Live
Tech Stack & Security Audit
Salesforce Commerce Cloud, Fastly CDN, and a concerning 1/6 security header score. Full infrastructure analysis including DNS records, HSTS configuration, and missing security policies.
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Fastly
CDN provider
Live
Site Speed & Core Web Vitals
Performance analysis of underarmour.com including Fastly edge delivery, Core Web Vitals metrics, and how Salesforce Commerce Cloud affects real-world page load times.
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4
Fastly edge IPs
Live
Tracking & Privacy Infrastructure
Security header analysis reveals only HSTS is configured — no CSP, no X-Frame-Options, no Referrer-Policy. How Under Armour's tracking and privacy posture compares to competitors.
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1/6
security headers
Key Findings
- → Under Armour's homepage has been captured 12,498 times by the Wayback Machine since December 1998 — averaging 475 captures per year, with peak activity of 2,132 snapshots in 2016 alone.
- → DNS analysis reveals Under Armour routes through Fastly CDN (CNAME: n.sni.global.fastly.net) with four edge IP addresses, indicating enterprise-grade content delivery infrastructure.
- → Under Armour scores an F grade on security headers — only 1 of 6 standard headers (HSTS) is present, missing CSP, X-Frame-Options, X-Content-Type-Options, Referrer-Policy, and Permissions-Policy.
- → The company generates ~$5.2 billion in annual revenue (FY2025, SEC filings) and is publicly traded on the NYSE under dual tickers UAA and UA, with a market cap of approximately $3 billion.
- → Founded in 1996 by Kevin Plank, Under Armour now employs ~14,100 people across offices in Baltimore, Amsterdam, Shanghai, Panama City, and operations in 100+ countries worldwide.
Why This Matters for Your Brand
Turning Under Armour's growth machine into your competitive advantage
Under Armour is a fascinating case study in brand evolution. A $5.2B publicly traded company with 27 years of digital history, multiple platform migrations, and a security posture that leaves room for improvement. Understanding how a brand of this scale builds (and sometimes neglects) its digital infrastructure shows you what matters most — and where even billion-dollar companies cut corners.
Why we built this
We built LeadMaxxing so any brand can run this kind of competitive analysis automatically — scrape competitor pages, generate landing pages from that data, run autonomous CRO A/B tests, and get AI-powered strategic advice. Not just data — recommendations.
Under Armour Runs Enterprise Infrastructure — You Don't Have To
Under Armour's Salesforce Commerce Cloud and Fastly CDN setup costs hundreds of thousands per year. LeadMaxxing gives you visitor ID, lead scoring, CRO testing, and AI-powered competitive intelligence for $29/month — the same strategic insights that enterprise brands pay six figures to assemble.
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✓ Auto-detect your competitor's full tech stack — like we did with Under Armour's Fastly + SFCC setup
✓ Track homepage changes over time to spot A/B tests and strategy shifts
✓ Benchmark your security headers, SEO rankings, and social presence against competitors
✓ Get AI-powered recommendations based on what's working for brands like Under Armour
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More Under Armour Intelligence
Under Armour
27 Years of UnderArmour.com
12,498 homepage snapshots from 1998 to today. Platform migrations and redesigns.
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Under Armour
Under Armour's Multi-Platform Ad Strategy
Paid media allocation, creative analysis, and campaign patterns.
Read report →
Under Armour
Under Armour Email & CRM Strategy
Lifecycle flows, segmentation, and retention across 100+ countries.
Read report →
Under Armour
Tracking & Privacy on UnderArmour.com
Security headers, cookie analysis, and third-party vendor audit.
Read report →
Under Armour
Under Armour's Tech Stack & Security
Salesforce Commerce Cloud, Fastly CDN, and security header analysis.
Read report →
Under Armour
Under Armour PR & Media Coverage
Press narratives, CEO transitions, and brand turnaround coverage.
Read report →
Under Armour
Under Armour Pricing vs Nike & Adidas
Price architecture, competitor benchmarks, and discount strategy.
Read report →
Under Armour
Under Armour's Social Media Playbook
8M+ Instagram, athlete-driven content, platform strategy breakdown.
Read report →
Under Armour
Under Armour's SEO & Content Machine
Organic strategy, international SEO, and content localization.
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Under Armour
Under Armour Site Speed & Core Web Vitals
Fastly CDN performance, Lighthouse scores, and third-party script impact.
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Frequently Asked Questions
What ecommerce platform does Under Armour use in 2026?
Under Armour runs on Salesforce Commerce Cloud for its primary ecommerce operations. The brand migrated to SFCC around 2017 from an earlier custom platform. DNS records show underarmour.com routes through Fastly CDN (CNAME to n.sni.global.fastly.net), with four A records pointing to Fastly IP addresses. For certain regional markets, Under Armour has also implemented VTEX as a complementary commerce platform.
How much revenue does Under Armour generate annually?
Under Armour generated approximately $5.2 billion in net revenue for fiscal year 2025 (ended March 2025). The company is publicly traded on the NYSE under ticker symbols UAA and UA. Revenue has fluctuated in recent years as the brand underwent a turnaround strategy under returning CEO Kevin Plank, who came back to the role in April 2024.
Who founded Under Armour and when?
Under Armour was founded in 1996 by Kevin Plank in Washington, D.C., initially operating out of his grandmother's basement. Plank was a former University of Maryland football special teams captain who wanted to create moisture-wicking performance apparel. The company is now headquartered in Baltimore, Maryland, and has grown into a global sports brand operating in 100+ countries.
Is Under Armour publicly traded?
Yes, Under Armour has been publicly traded since its IPO in November 2005. It trades on the New York Stock Exchange under two ticker symbols: UAA (Class A shares with voting rights) and UA (Class C shares without voting rights). As of early 2026, the company has a market capitalization of approximately $3 billion.
How many employees does Under Armour have?
Under Armour employs approximately 14,100 people as of March 2025 — roughly 6,500 full-time and 7,600 part-time employees. This represents a slight decrease from the prior year. The company is headquartered in Baltimore, Maryland, with regional offices in Amsterdam (EMEA HQ), Shanghai (Greater China), Panama City (International HQ), and additional locations worldwide.
What CDN does Under Armour use?
Under Armour uses Fastly as its content delivery network. DNS analysis of underarmour.com reveals a CNAME record pointing to n.sni.global.fastly.net, with four Fastly IP addresses (151.101.x.91 range). Fastly is a premium edge cloud platform commonly used by major ecommerce brands for low-latency content delivery and edge computing.
How does Under Armour's security header configuration compare to competitors?
Under Armour scores an F grade on security headers — only 1 out of 6 standard security headers are present. The site implements HSTS (Strict-Transport-Security with max-age of 63,072,000 seconds) but is missing Content-Security-Policy, X-Frame-Options, X-Content-Type-Options, Referrer-Policy, and Permissions-Policy. This is below average for a brand of this size and represents a potential area for improvement.
How many countries does Under Armour operate in?
Under Armour products are sold in over 100 countries worldwide. The company operates through a combination of owned retail stores (brand house and factory house locations), wholesale distribution, and ecommerce. Key regional headquarters include Amsterdam for EMEA, Shanghai for Greater China, and Panama City for international operations, with additional offices in Hong Kong, Seoul, London, Munich, Toronto, and other cities.
Data compiled from underarmour.com HTTP response headers, DNS records, Wayback Machine archives, SEC filings, and public financial data.
Compiled by LeadMaxxing — we track how brands build, test, and optimize their marketing so you can learn from the best.