The Facts Behind Hot Gear and Cold Gear UNDER ARMOUR: The Facts Behind Hot Gear and Cold Gear

THE BEGINNING OF UNDER ARMOUR In 1995, Kevin Plank began making shirts in his grandmothers basement. He invested $40,000 of his own money into the newly found company. Plank went through 7 prototypes before choosing one he wanted to use. He suggested the t-shirts to his previous teammates that were now in the NFL. http://www.youtube.com/watch?v=FrobbYe7Iyk At the University of Maryland, he launched various businesses of his own. Plank developed Cupid's Valentine, an annual business that sold roses for Valentine’s Day. He put away $17,000 from the rose business, which eventually became seed money for Under Armour. The original concept for Under Armour was born out of necessity, as Plank was the self-proclaimed “sweatiest guy on the football field” 23 yrs old and the football team captain, Plank was tired of sweating through shirts at football practice so he began making shirts in grandmother’s basement. Plank ran through seven prototypes before deciding on the one he wanted to use. He then asked his former teammates to try on the shirts, explaining that his alternative to a basic cotton T-shirt would enhance their performance on the field. As Plank's friends moved on to play professionally, he would send them T-shirts, requesting that they pass them out to other players in their locker rooms. A $25,000 advertisement in ESPN The Magazine spurred $1 million in direct sales for the following year and athletes and teams began buying the product.

FIRST UNDER ARMOUR COMMERCIAL http://www.youtube.com/watch?v=dnECY26PSHk Airing in 2003, the commercial featured Eric Ogbogu, a former teammate of Plank shouting “We must protect this house.”

HOW IT WORKS Old product: New Product: Cotton soaks up sweat and traps in fabric. Unable for wearer to cool themselves off and makes garment heavy. HEAT GEAR: New moisture-wicking technology, sheen polyester fibers remove perspiration away from the skin. COLD GEAR: micro-fleece + polyester = trap heat while still allowing wicking. ALL SEASON GEAR: fabric can flex and change with weather conditions, regulates temperature while maintaining core temperature and breathability.

THE PURPOSE OF COLDGEAR Coldgear uses fabric technology to keep you warm in temperatures 55° F and below. Four way stretch fabric that disperses heat from body. Keeps internal temp high with fewer layers. BASE LAYERS Intended to be the first layer when layering for cold weather. Allows you to move smoothly in full range of motion, prevents chaffing, and has a comfortable fitted fit.

THE PURPOSE OF HEATGEAR Wear for hot weather Moisture-wicking technology that keeps wearer cool, dry, and light. Using Heatgear as the primary fabric, UA also produces lines that include odor control and Ultraviolent Protection for sports and training purposes.

OTHER TECHNOLOGIES EXCLUSIVE TO UNDER ARMOUR ArmourBlock™- neutralizes odors PolyArmour™- polyester, wicks and dries ArmourLoft™- light polyester microfilament insulation (In ColdGear) ArmourFleece™- knit fabric with brushed surface, works by trapping heat between fibers ArmourStorm™- waterproof because of fully sealed seams ArmourStealth™- quiet protection (used for hunting) ArmourStretch™- 4 way stretch, more mobility and quicker drying time

WHAT IS MOISTURE WICKING TECHNOLOGY? The clothing item has an outer layer and an inner layer. The outer layer is made up of hydrophilic synthetic fiber and also has multiple meshes. The inner layer is made of hydrophobic synthetic fiber and is bonded to the outer layer. The inner layer exposed by the meshes pulls away from a person's skin and protrudes into the meshes when perspiration exceeds evaporating moisture from the outer layer, so area of the inner layer contacting the person's skin will be reduced to make the person comfortable.

HOW MOISTURE WICKING CLOTHING IS MADE Apply a Topical Treatment -Made from hydrophobic fibers, such as polyester -Gives ability to absorb sweat -Hydrophilic (water-loving) finish or treatment allows this type of garment to absorb residue -Hydrophobic (water-hating) fibers will help it to dry fast Manufacture with Intimate Blend of Fibers -Include both hydrophilic and hydrophobic fibers -Optimized blends of these fibers will allow the hydrophilic fibers to absorb fluid -Moving over a large surface area -Hydrophobic fibers speed drying time -Will never wash or wear out There are two basic ways in which a garment can be manufactured to be "moisture wicking." The first is to apply a topical treatment to a garment made from hydrophobic fibers, such as polyester, to give it the ability to absorb sweat. The hydrophilic (water-loving) finish or treatment will allow this type of garment to absorb residue, while its hydrophobic (water-hating) fibers will help it to dry fast, keeping the wearer more comfortable. The second way in which a garment can qualify is to be manufactured with an intimate blend of fibers that include both hydrophilic and hydrophobic fibers. Optimized blends of these fibers will allow the hydrophilic fibers to absorb fluid, moving it over a large surface area, while the hydrophobic fibers speed drying time. The benefit of these garments is that the moisture management properties are inherent in the fiber blend, meaning they will never wash or wear out. This fabric relates to a moisture-wicking and fast drying cloth, and more particularly to cloth that reduces contact area with skin when perspiration from skin exceeds moisture evaporating from the cloth, so a person will feel comfortable. perspiration exceeds moisture evaporating from the cloth, so a person will feel comfortable.

http://www.youtube.com/watch?v=RlL_AiyVNsU

HOW TO CARE FOR UNDER ARMOUR GEAR

PROS AND CONS PRO: lightweight, comfortable, ability to keep wearer at the appropriate temperature CON: can be expensive, production harmful to environment, hard for fibers to break down after garment has been discarded

WHO CAN USE UNDER ARMOUR HOTGEAR AND COLD GEAR? Anyone!! Athletes- especially professionals Men and women Anyone can use these technologies but they are mainly targeting American men. Seeing Lululemon target women aggressively has made UA step up their game in their marketing strategies towards women lately. Not going global as quickly, Nike & Adidas globalizing. While we consider UA to be dominating the market, still far behind Nike and Adidas.

FUTURE POTENTIAL Moisture wicking technology is here to stay Under Armour always developing new innovative fabrics Competition utilizing their developments Consumers responding positively to products

Cites http://en.wikipedia.org/wiki/Kevin_Plank http://www.atlatlsports.com/index.php?option=com_content&view=article&id=83%3Amoisture-wicking-technology&catid=3%3Anewsflash&lang=en www.underarmour.com www.youtube.com