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 it's hot, coldgear when it's cold, and allseasongear between the extremes.