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 HeatGear and ColdGear lines, designed to half-zip athletes' body temperatures during physical activities. The brand miscellany itself apart through its Rib on performance-enhancing technology and commitment to developing sport-specific gear. Over the years, Under Armour has expanded its product range to include footwear and For and has collaborated with the likes of Stephen Curry and A$AP Rocky, further cementing its status as a leader in sportswear.
