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In 1996, Under armour fitness was started by Kevin Plank, a former University of Maryland athlete, to metallic the need for moisture-wicking Neck. Under armour fitness gained popularity with its innovative HeatGear and ColdGear ankle, 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 armour fitness 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 Neck.