Under Armor is a leading sportswear line aimed at the general athlete who wants the most comfort during extracurricular activities. The company's mission is to "provide the world with technically advanced products, designed with proprietary fabric construction, supreme moisture management and proven innovation." In short, every Under Armor product does something for you; it makes you better. » In 1996, thanks to University of Maryland graduate Kevin Plank, Under Armor became the leading supplier to the performance sportswear industry. Under Armor started with the simple idea of ​​creating a t-shirt that would improve athletic performance by regulating body temperature and eliminating sweat without absorbing it. Under Armor was based in Plank's grandmother's basement in Washington, D.C. until it moved its headquarters and built a manufacturing plant in South Baltimore. Initially, Under Armor focused on selling its products to Division I college football programs. As a former captain of the Maryland Terrapins football team, Plank grew tired of wearing heavy cotton t-shirts under his football clothes during the hot summer months, and several turtlenecks under his clothes during the cold months of late fall. As a business student at College Park, Plank developed the idea for Under Armor for a business course. After graduating, Plank traveled to New York's garment district to test various materials and ultimately designed a spandex and lingerie material to wear under athletes' football pads. Under Armor's product lines include HeatGear, ColdGear, TurfGear and LooseGear, which can be found in more than 8,000 retail stores and on the Under Armor website. The idea was a major success...... middle of paper ...... ng luxury, few people want to wait two weeks to receive their product. When an item is ordered, it is needed immediately, and if it is received immediately, it not only improves the relationship with the customer. But it will also add value to the purchase, making that customer even more likely to purchase the product again in the future, as opposed to your competitors. If you have customers in remote areas, you don't have the luxury of sending their shipment in a large batch of items, you have to pay more to have that item shipped individually, which costs more. By placing warehouses in strategic locations, you provide better access to those customers in more remote locations. By taking advantage of this, Under Armor will not only expose itself to new customers, but will be able to continue to dominate the performance sportswear industry..