Under Armour, Inc., established on July 01, 1996, is engaged in developing, marketing and distributing branded performance apparel, accessories and footwear for men, women and youth. North America, consisting of Canada and the United States; Europe, the Middle East and Africa (EMEA); Latin America; Asia-Pacific and Connected Fitness are part of the company’s segments. The Company’s products are sold worldwide and worn by athletes at all levels, as well as by consumers with active lifestyles. Founded in 1996 by Kevin Plank, a then 23-year-old former special teams captain of the University of Maryland Football team, Under Armour began business in his grandmother’s basement in Washington, DC. People began to take notice of the brand when a front-page photo of USA Today featuring Jeff George, an Oakland Raiders quarterback, wearing an Under Armour mock turtleneck. After that front page, Under Armour’s first major sale came, when an equipment manager from Georgia Tech placed an order for 10 shirts from Plank. This deal paved the way to a contract with Arizona State, NC State, and other Division I football teams. Word began to spread with positive reviews from players and orders began to multiply. Under Armour launched with several new apparel lines including ColdGear, TurfGear, AllseasonGear, and StreetGear in that same year.The company’s apparel comes in various styles and fits to regulate body temperature and improve performance irrespective of weather conditions. Its three gearlines incorporate COLDGEAR, HEATGEAR and ALLSEASONGEAR. Within each gear line, there are three primary fit types: fitted (athletic fit), compression (tight fit) and loose (relaxed). HEATGEAR is designed to be used in temperatures ranging from warm to hot, either under equipment or as a single layer. Designed to wick moisture from the body, COLDGEAR also circulates body heat from hot spots to help maintain core body temperature. Its COLDGEAR apparel provides both warmth and dryness in a single light layer that can be worn beneath a uniform, jersey, protective gear or ski-vest. ALLSEASONGEAR is designed to be worn in temperatures ranging between extremes and uses technical fabrics to keep the body cool and dry in warmer temperatures while avoiding a chill in cooler temperatures.
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