... was founded in 1996 by Kevin Plank. The former college football player revolutionized football apparel. Up until then only cotton t-shirts were used to be worn underneath football shoulder pads. Plank was the first one, who started wearing tight and breathable underwear, which was made out of light and synthetic fibre. This innovation was the basis on which the company Under Armour was founded. At first the brand became more and more popular within football and lacrosse teams. Today it has established itself in all different kinds of sports. In the US retail market Under Armour has caught up to industry giants. E.g. at Dick's Sporting Goods Under Armour is making a larger textile turnover than Nike or Adidas.