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