When I first started noticing people wearing Under Armour shirts and hoodies a few years back, the first thing I thought was, “What does the X stand for?” And when someone finally told me it was a brand called ’Under Armour’, I thought, “Okay, but isn’t that outerwear?”
Under Armour epitomizes everything I dislike in a major brand. I’m sure their products—at least their core products—are good quality, but as far as branding goes, they’ve completely jumped the shark. The company started off making high-tech moisture-wicking shirts to be worn under football uniforms to keep the players cooler than traditional cotton T-shirts. So the name Under Armour, protecting you under your jersey, was appropriate. While I have a problem with the weird H/X looking logo, I can’t argue with the name. It sounds cool—until you start also making sweatshirts, hats, shoes and backpacks. Armor, maybe; under, no. Companies naturally want to grow their business, but there has to be a limit. It’s got to make sense. I wouldn’t wear a Hanes baseball cap, eat Reebok cereal, or drive a Nike car. Brand integrity is important. When you slap your logo on anything and everything you think will sell, it cheapens the brand. It may even be good for short-term profits, but when the trend is over, your image may no longer be strong enough to sustain the business.
Is it an X? Is it an H? To me, it looks like a U and an upside-down U.
If the bottom part is an A, then the top part is an upside-down A, right?
Oh, I see, the bottom part of the U was hiding the middle line in the A…or is the middle line of the A hiding the bottom part of the U?