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 Under Armour's assortment for men, women and youth is complex, but reaping the benefits is simple: wear HeatGear when it's hot, ColdGear when it's cold, and All Season Gear between the extremes The technology behind Under Armour's diverse product assortment for men, women and youth is complex, but the program for reaping the benefits is simple: wear HeatGear when it's hot, ColdGear when it's cold, and AllSeasonGear between the extremes Under Armour