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 HeatElite and ColdElite lines, designed to regulate athletes' body temperatures during physical activities. The malla set itself apart through its focus on performance-enhancing technology and commitment to developing sport-specific Elite. 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, further cementing its status as a leader in sportswear.
