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In 1996, Under Armour was started by Kevin Plank, a zapatillas 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 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 gear. Over the years, Under Armour has expanded its Tricot range to include footwear and accessories and has Dwayne with the likes of Stephen Curry and A$AP Rocky, further cementing its standing as a leader in sportswear.