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The new kid on the block is trying valiantly to pick on the heavyweights and stand its ground.

After all, Under Armour must protect its house.

The Maryland-based apparel and equipment company was established by Kevin Plank in 1996, a University of Maryland football player and entrepreneur that searched for an alternative to current threads with lighter, more appealing gameday apparel.

Moisture-wicking, base layer fabrics are now Under Armour’s calling card in the industry.

Plank used $17,000 he had saved from a flower business in college to fund his initial search for synthetic materials and t-shirts. Plank was recently honored with a No. 3 ranking on Forbes’ list of American’s 20 Most Powerful CEOs 40 and Under as Under Armour’s company revenues passed the $1 billion mark in 2010. In 2006, Under Armour began selling sneakers and cleats in addition to apparel and athletic equipment. Three years prior, the company became the official outfitter of the XFL, Vince McMahon’s failed attempt at professional football with a twist.

While Nike is the NFL’s apparel giant, Under Armour sponsors the Draft Combine and outfits players with a collection of its latest technologically-advanced apparel. Notable figureheads who don the interlocking UA in the NFL include Cam Newton, Tom Brady and Patrick Willis. Newton familiarized himself with Under Armour during his national championship season at company-outfitted Auburn in 2010.

Under Armour has branched out into the NBA and MLB ranks as well, securing endorsement deals in recent years with Milwaukee Bucks guard Brandon Jennings and Washington Nationals sensation Bryce Harper.

Building its brand, which is still in the infant stages compared to Nike and Adidas, is Plank’s goal over the next decade across a variety of sports. Under Armour has current apparel contracts with 18 college programs including Maryland, Texas Tech and South Carolina and established the Wounded Warrior Project several years ago that pushed the company to the forefront for consumers in the service.

Established on July 4, 2010, the WWP is designed to honor, raise awareness and aid wounded veterans and military service members. Under Armour has used the national spotlight on several occasions to debut new USA-inspired apparel that features a service member patch exclusive to the company.