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Breaking into an industry with well-established players is never an easy thing, and for under armour (nyse: ua), the challenge of building up its athletic apparel business was especially fierce, given the competitive pressures of facing off with a decades-old dominant rival. Under armour, inc : company history in 1996, as a football player at the university of maryland, kevin plank grew tired of the cotton t-shirts he was provided becoming soaked with sweat and rain, impeding his ability to move fluidly as a special-teams player for the terrapin football team.