Under Armour's aim is to empower all athletes through passion, research, and a never-ending quest for new ideas. Under Armour, founded in 1996 by former University of Maryland football player Kevin Plank, is the pioneer of performance wear, which is designed to keep players cool, dry, and light during a game, training, or workout. Under Armour's wide product range for men, women, and youth is sophisticated in terms of technology, but the program for reaping the benefits is simple: wear HeatGear when it's hot, ColdGear when it's freezing, and AllSeasonGear in between the extremes.