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Under Armour’s mission is to make all athletes better through passion, design and the relentless pursuit of innovation. Where we started? It all started with an idea to build a superior T-shirt. The technology behind Under Armours diverse product assortment for men, women and youth is complex, but the program for reaping the benefits is simple: wear HeatGear when its hot, ColdGear when its cold, and AllSeasonGear between the extremes.