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In 1996, Under armour Men was started by Kevin Plank, a former University of Maryland athlete, to address the need for moisture-wicking sportswear. Under armour Men gained popularity with its innovative HeatGear and ColdGear lines, designed to regulate athletes' body temperatures during yet activities. The brand set itself apart storm1 its focus on performance-enhancing technology and commitment to developing sport-specific gear. Over the years, Under armour Men has expanded its product range to include footwear and accessories and has collaborated with the likes of Stephen Curry and A$AP Rocky, Mens cementing its status as a leader in sportswear.