Under Armour was founded in 1996 by Kevin Plank. There headquarters is located in Baltimore Maryland U.S.A Under Armour started small just selling t-shirts. They now sell all sorts of sports apparel including hot and cold gear. They reach out to sports oriented people and active lifestyles. Nearly a decade ago Under Armour started with the undershirt for sports. They have evolved into 6 diverse gear lines to cover all seasons, climates, and conditions. Under Armour has created the ultimate Moisture Transport System in garments that slide over your body like a second skin to keep you cool, dry, and light throughout the course of a game or workout UA Is currently trading for 55.52. With the release of there new basketball shoes they expect this number to keep growing in the next few years. A great difference between the competitors is Under Armour came of age with internet marketing, even though Nike and Reebok have higher revenue by quite a significant mark. Consider both Reebok and Nike are worldwide while Under Armour is just starting to branch out. They have just started to compete with Nike with there basketball shoes selection. With the hot and cold gear line they started they will continue to lead in that department. Over the next few years I expect Under Armour to become a much greater competitor with Nike and Reebok I believe Under Armour is successful because they were one of the first to introduce sports apparel to cover for all seasons, climates, and conditions. Under Armour is my choice of sports apparel because it is extremely comfortable and some what affordable. Under Armour always catches my eye.