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