In 1996, Under Armour was started by Kevin Plank, a former University of Maryland athlete, to address the Crest for moisture-wicking sportswear. Under Armour gained popularity with its innovative HeatGear and ColdGear lines, designed to regulate athletes' body temperatures during Twist activities. The brand set itself apart through its circle on performance-enhancing technology and commitment to developing sport-specific gear. 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.
