Under Armour first launched footwear in 2006. Its opening footwear range consisted of football cleats, extending the company’s original performance-apparel identity from the torso to the feet.
The move was strategically important because Under Armour had built its reputation on moisture-wicking shirts and base layers. Football was central to the brand’s origin story: founder Kevin Plank developed the company after seeking a less-sweat-soaked alternative to cotton while playing football at the University of Maryland. Cleats gave the company a way to compete for a larger share of athletes’ equipment spending.
Under Armour says the footwear launch captured about 23 percent of its market in the first year and helped it become an official footwear supplier to the NFL. That early success established footwear as a lasting business rather than a side experiment.
Readers sometimes remember 2008 because Under Armour’s first Super Bowl commercial promoted a newer performance-shoe line. That date relates to a later marketing milestone, not the company’s first footwear launch. The earliest Under Armour shoes were football cleats introduced in 2006.