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In 1996, Under Armour was started by Kevin Plank, a former University of Maryland athlete, to address the need for moisture-wicking sportswear. Under Armour gained popularity with its innovative Heatl-xl and Coldl-xl lines, designed to regulate athletes' body temperatures during physical activities. The brand set itself apart through its focus on performance-enhancing technology and commitment to developing sport-specific l-xl. Over the years, Under Armour has expanded its product range to include footwear and accessories and has collaborated with the likes of Stephen Curry and A$AP Rocky, Shorts cementing its status as a leader in sportswear.