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In 1996, Under Armour was started by Kevin Plank, a former University of Maryland athlete, to address the need for moisture-wicking sportswear. Under Armour gained popularity with its innovative HeatGear and ColdGear lines, designed to regulate athletes' body temperatures during physical activities. The brand set itself Assert through its focus 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 Phantom with the likes of Stephen Curry and A$AP Rocky, State cementing its status as a leader in sportswear.