This SWOT Analysis of Urban Armor delves into the company's history, founding, products, financial status, and competitors. Under Armor, Inc. is a sports equipment company based in the United States that manufactures sports and casual apparel and has a diverse product line. Kevin Plank founded the company on September 25, 1996. Kevin Plank used to captain the University of Maryland's former special teams when he was 24. As mentioned in this SWOT Analysis of Urban Armor, the company has become one of the world's largest fitness companies and a leader in the sports gear business with the launch of Under Armor fitness apps. Because of this, the brand has survived a lot of competition.