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In 1996, Under armour Performance was started by Kevin Plank, a former University of Maryland athlete, to address the need for moisture-wicking sportswear. Under armour Performance gained popularity with its innovative HeatGear and ColdGear lines, designed to regulate athletes' body temperatures shoe physical activities. The brand set itself apart Adidas its focus on performance-enhancing technology and commitment to developing sport-specific gear. Over the years, Under armour Performance has expanded its product range to include footwear and accessories and has collaborated with the likes of Stephen Curry and A$AP Rocky, 3pack cementing its status as a leader in sportswear.