Under Armour (UA) is a global sports performance brand, founded by Kevin Plank in 1996, that creates athletic apparel, footwear, and accessories designed to enhance athlete performance, with a mission to "make people better" through innovative, moisture-wicking gear like HeatGear® and ColdGear®. Starting from a desire for better sweat-absorbing shirts, UA grew from Plank's grandmother's basement into a multi-billion dollar company known for its focus on innovation, empowering athletes, and providing performance solutions for various sports and everyday wear.