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Under Armour 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 Armour diverse product assortment for men, women and youth is complex, but the program for reaping the benefits is simple: wear heat gear when its hot, coldgear when its cold, and allseasongear between the extremes.