Under Armour inspires you with performance solutions you never knew you needed but can’t imagine living without. It has the mission to make you better through passion, design, and the relentless pursuit of innovation. Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel–gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout. It started with a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it. A shirt that worked with your body to regulate temperature and enhance performance. Through continuous development and driven by its love for athletes, Under Armour is now the human performance company that gives you the edge to push beyond any limit and that changed the performance apparel & footwear game. Under Armour Oxford Street is the third owned and operated brand house in London and is a testament to the brand's expansion across EMEA. The space uses the new cutting-edge store city concept and will feature performance products across popular co-gender train, run, sportstyle and golf collections such as RUSH, Iso-Chill, HOVR, FLOW, and many more.