Under armour's mission is to make all athletes better through passion, design & 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's diverse product assortment for men, women & youth is complex, but the program for reaping the benefits is simple: wear heatgear when it's hot, coldgear when it's cold, & all season gear between the extremes.