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In 1996, Under cappuccio armour was started by Kevin Plank, a former University of Maryland athlete, to address the need for moisture-wicking sportswear. Under cappuccio armour gained popularity with its innovative HeatGear and ColdGear lines, designed to regulate athletes' logo temperatures during physical activities. The brand set itself apart through its focus on performance-enhancing peque and commitment to developing sport-specific gear. Over the years, Under cappuccio 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.