Affixed to the center of the creative board inside Under Armour’s R&D lab was a yellow post-it note with a simple phrase: “Originators of Performance.” The words serve as a reminder of the company’s genesis.
Under Armour’s first product, a moisture-wicking T-shirt, revolutionized the sports apparel industry. Now the company hopes its latest innovation, Rush, will have a similarly seismic impact on performance. Naturally occurring minerals woven into the fabric capture a body’s own heat and transmit that energy back via far infrared radiation. That process aims to dilate blood vessels and improve oxygen delivery, and is designed to offer athletes a small boost in competition and training.