Under Armour
Maryland performance-apparel brand founded in 1996 — too recent to be true vintage, but its 'HeatGear/ColdGear' tags chart its 2000s rise.
- Origin
- USA
- Founded
- 1996
- Category
- Athletic & Streetwear
- Documented eras
- 2
How Under Armour labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
2000–2009
'HeatGear / ColdGear' Tags
Simple clean tags with the Under Armour logo prominent, basic size and country info, early tags carrying 'HeatGear' or 'ColdGear' by product line, with multilingual care text.
- Simple and clean design with the Under Armour logo prominently displayed.
- Tags often include basic size information and manufacturing country.
- Early tags feature “HeatGear” or “ColdGear” depending on the product line.
- Tags may include multilingual care instructions and material information.
How to spot it
The UA logo with 'HeatGear' or 'ColdGear' wording.
Value signal
Common; too recent for a vintage premium.
2010–2019
Performance-Branding Tags
Modern tags with the updated logo and added branding, more colour and detailed fit descriptions ('Loose', 'Fitted'), plus 'AllSeasonGear' alongside Heat/ColdGear.
- Modern design with updated Under Armour logo and additional branding elements.
- Increased use of color and more detailed size and fit descriptions (e.g., “Loose,” “Fitted”).
- Introduction of performance-related branding like “ColdGear,” “HeatGear,” and “AllSeasonGear.”
- Manufacturing details often include more countries and reflect broader global production.
How to spot it
Updated logo with fit descriptors and 'AllSeasonGear'.
Value signal
Modern; priced on the piece.