27 Years of UnderArmour.com: Every Change From Basement Startup to $5B Brand
We tracked every Wayback Machine snapshot of underarmour.com from 1998 to 2025 — 12,498 captures across 3 major platform migrations. See how Kevin Plank's basement startup iterated its way to a global athletic powerhouse.
Under Armour is one of the longest-running ecommerce case studies in athletic apparel. With 12,498 Wayback Machine snapshots spanning 27 years, their homepage tells the story of a brand that went from Kevin Plank selling moisture-wicking shirts out of his grandmother's basement to a $5 billion global athletic empire — and the platform decisions that made each stage possible:
12,498
Under Armour has 12,498 archived snapshots on the Wayback Machine — one of the densest archives in athletic apparel. That's an average of 475 captures per year since 1998, giving us an almost daily view of how their homepage evolved through IPO, connected fitness pivots, and three complete platform migrations.
Under Armour spent $475 million acquiring MyFitnessPal in 2015 — a bet on connected fitness that reshaped their entire homepage strategy for four years. The homepage became a gateway to an ecosystem of fitness apps. When that strategy pivoted, they sold MyFitnessPal for $345 million in 2020 — a $130 million lesson in platform focus.
Under Armour achieved at least a 4x speed improvement across all page types when they migrated to a headless Next.js frontend in 2023. Some key pages saw more than 10x year-over-year speed gains. The migration to headless SFCC was driven by their goal to consistently hit sub-three-second load times globally.
2004 — The early years. Under Armour was generating around $200M in revenue, still focused on performance apparel. Flash-heavy brochure site with product catalog. The brand was about to go public.
Kevin Plank founds Under Armour. Working from his grandmother's basement in Washington, D.C., selling moisture-wicking shirts out of the trunk of his car. First year revenue: $17,000 (verified fact, SEC filings).
1998
First Wayback Machine capture. The earliest snapshot of underarmour.com — a simple brochure site. Product-focused, minimal navigation. The brand was still finding its footing online. First capture
2003-05
Flash-heavy era. Rich media, animated product showcases. The site was a marketing vehicle, not a shopping destination. Under Armour hits $281M revenue in 2005 and IPOs on NASDAQ in November 2005, raising $153M (verified fact, SEC filings). IPO
2006-08
Footwear launch & ecommerce push. Under Armour expands beyond apparel into footwear in 2006. The homepage begins featuring product categories and becomes a real ecommerce channel. Revenue crosses $1B by 2010. Pricing strategy starts differentiating performance tiers.
2013-14
Surpasses Adidas in US market. Under Armour becomes the #2 sportswear brand in the US by revenue. Homepage reflects confidence — full-width hero imagery, athlete endorsements (Stephen Curry, Tom Brady). Snapshot frequency explodes to 545 captures in 2014. #2 in US
2015-16
Connected fitness era. $475M MyFitnessPal acquisition. Homepage pivots to promote the connected fitness ecosystem. 2,132 Wayback captures in 2016 alone — the most active year in the archive. Revenue peaks near $5B. The social media strategy amplifies athlete partnerships. Peak captures
2017
Migration to Salesforce Commerce Cloud. Under Armour moves from a homebuilt commerce platform to SFCC to organize global operations and scale internationally. The migration begins a multi-year rollout across 35 storefronts in three regions.
2018-19
Brand repositioning. Kevin Plank steps down as CEO. The homepage shifts from connected fitness messaging to pure athletic performance. DTC focus intensifies. Ad strategy realigns with the performance brand identity.
2020
MyFitnessPal sold. COVID pivot. MyFitnessPal divested for $345M. Homepage stripped back to core athletic performance. COVID accelerates DTC strategy — homepage becomes the primary sales channel. Email and CRM programs scale to support digital-first commerce. Strategic pivot
2023
Headless migration & Next.js frontend. Merkle helps Under Armour move SFCC to a headless front end with Next.js. At least 4x speed improvement across all page types. UA Rewards loyalty program launches. Sub-three-second load times become the standard. Headless
2024-25
Kevin Plank returns as CEO. Brand reset underway. Homepage reflects renewed focus on performance athletics. Headless SFCC + Next.js stack with Fastly CDN. 35 global storefronts. ~$5B annual revenue (SEC filing, FY2025). See the full tech stack →
Key Findings
→ Under Armour has 12,498 Wayback Machine snapshots spanning 27 years (1998–2025), making it one of the most densely archived athletic apparel sites online.
→ The $475 million MyFitnessPal acquisition in 2015 reshaped Under Armour's homepage strategy for four years before being divested for $345 million in 2020 — a $130 million lesson in platform focus.
→ Under Armour's 2023 migration to headless SFCC + Next.js achieved at least a 4x speed improvement across all page types, with some pages seeing 10x gains (Merkle case study).
→ The peak of homepage activity was 2016 with 2,132 Wayback captures — coinciding with Under Armour's revenue peak and connected fitness push.
→ Under Armour now operates 35 global storefronts on a single Salesforce Commerce Cloud instance — one of the largest SFCC deployments in athletic apparel.
What This Data Means for You
Turning Under Armour's evolution into your competitive advantage
Under Armour's 27-year homepage archive is a masterclass in how brand strategy shows up on the homepage. When they bet on connected fitness, the homepage became an app ecosystem gateway. When they pivoted back to performance, the homepage stripped down to athlete imagery and product. Every strategic shift was visible months before it showed up in earnings calls. Tools like LeadMaxxing let you track these competitor homepage shifts automatically — scraping layouts, extracting patterns, and running autonomous A/B tests on your own pages. Their SEO and content strategy and tracking infrastructure tell the rest of the story.
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LeadMaxxing Automates This Entire Playbook
Under Armour spent years and millions rebuilding their homepage to hit sub-three-second load times and optimize conversion. LeadMaxxing captures every visitor interaction — page views, scroll depth, click paths — then generates landing page variants and runs A/B tests automatically. Winners auto-apply at 95% statistical significance. What took Under Armour an engineering team and Merkle partnership, LeadMaxxing does for $29/month.
Actionable lessons from Under Armour's homepage playbook
Let brand strategy drive homepage structure, not templates
Under Armour's homepage changed dramatically when their strategy shifted from connected fitness to pure performance. Your homepage should reflect your current positioning, not last year's. LeadMaxxing auto-generates page variants aligned to your brand messaging — swap hero imagery, CTAs, and featured products without touching code.
Go headless before speed becomes a bottleneck
Under Armour waited until 2023 to go headless and saw 4x speed gains. If your site takes more than 3 seconds to load, you're losing revenue. LeadMaxxing monitors your site performance and flags infrastructure bottlenecks before they cost you conversions.
Track competitor homepage changes weekly
Under Armour's homepage shifts telegraphed their strategic pivots months before earnings calls. When competitors start changing their homepage weekly, something big is coming. LeadMaxxing tracks competitor page evolution automatically and alerts you to strategic shifts.
A/B test every homepage change, not just redesigns
Under Armour's 2,132 captures in 2016 suggest near-constant iteration during their peak growth year. LeadMaxxing runs autonomous A/B tests on every variant — winners auto-apply at 95% statistical significance.
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What ecommerce platform does Under Armour use in 2026?
As of 2026, Under Armour runs a headless Salesforce Commerce Cloud (SFCC) architecture with a Next.js frontend. The migration to headless was completed in 2023 with agency partner Merkle, achieving sub-three-second page load times. The ecosystem spans 35 global storefronts across three regions, with Fastly as the CDN layer.
When was Under Armour founded and when did it go public?
Under Armour was founded on September 25, 1996, by Kevin Plank, a former University of Maryland football player who started selling moisture-wicking shirts from his grandmother's basement in Washington, D.C. The company had its IPO on the NASDAQ in November 2005, raising $153 million. Shares nearly doubled on the first day of trading.
How many times has Under Armour changed its ecommerce platform?
Under Armour has gone through 3 major platform migrations: from a basic brochure site (1998–2005), to a custom-built ecommerce platform (2006–2016), to Salesforce Commerce Cloud in 2017, and then to a headless SFCC + Next.js architecture in 2023. Each migration was tied to a major business milestone.
Why did Under Armour migrate to Salesforce Commerce Cloud?
In 2017, Under Armour moved from a homebuilt commerce platform to Salesforce Commerce Cloud to organize operations under one roof and scale more rapidly. The homebuilt system couldn't support the international expansion and personalization requirements of a $5B+ global brand with 35 storefronts across three regions.
What happened to Under Armour's MyFitnessPal acquisition?
Under Armour acquired MyFitnessPal for approximately $475 million in 2015 as part of a connected fitness strategy. The homepage heavily promoted the connected fitness ecosystem during 2015–2019. In 2020, Under Armour sold MyFitnessPal to Francisco Partners for $345 million, refocusing the brand on core athletic performance.
How does Under Armour's website compare to Nike and Lululemon?
Under Armour's headless SFCC + Next.js stack is comparable in complexity to Nike's custom platform and Lululemon's enterprise setup. All three brands use headless architectures with CDN-first delivery. Under Armour's 35 global storefronts on a single SFCC instance is one of the largest Salesforce Commerce Cloud deployments in athletic apparel.
How often does Under Armour update their homepage?
Based on Wayback Machine data, Under Armour's homepage update frequency peaked during 2015–2016 with over 2,100 snapshots captured in 2016 alone. Since moving to headless architecture in 2023, many changes happen server-side through personalization and A/B testing, making them invisible to standard archival tools.
What is Under Armour's annual revenue?
Under Armour reported approximately $5.0 billion in revenue for fiscal year 2025 (ending March 31, 2025), down from $5.2 billion in FY2024 and $5.7 billion in FY2023, per SEC 10-K filings. The company trades on the NYSE under tickers UA (Class C) and UAA (Class A).
Sources & References
Wayback Machine / Internet Archive — 12,498 archived snapshots of underarmour.com from 1998 to 2025, used to reconstruct the full homepage evolution timeline.
web.archive.org
Merkle Case Study — Under Armour — Documents the headless SFCC migration, 4x speed improvement, 35 global storefronts, sub-three-second load time goal, and UA Rewards loyalty program launch.
merkle.com
Under Armour SEC Filings (10-K) — Annual revenue figures, business segment data, and corporate milestones for fiscal years 2023–2025. CIK 0001336917.
about.underarmour.com
BuiltWith Technology Profile — Historical and current technology stack tracking for underarmour.com, including Salesforce Commerce Cloud detection and third-party tool adoption.
builtwith.com
Under Armour — Wikipedia — Cross-referenced founding date (September 25, 1996), IPO details (November 2005, NASDAQ, $153M raised), MyFitnessPal acquisition ($475M, 2015), and CEO timeline.
en.wikipedia.org
MojoTech — Under Armour Case Study — SEO-optimized ecommerce development with Next.js for Under Armour's headless frontend architecture.
mojotech.com
Compiled by LeadMaxxing using Wayback Machine data. We track how brands build, test, and optimize their marketing.
