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In 1996, Under nings-t-shirt armour was started by Kevin Plank, a former University of Maryland athlete, to address the need for moisture-wicking sportswear. Under nings-t-shirt 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 nings-t-shirt 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 Zion as a leader in sportswear.