For the second year that the NFL International series visited Germany, Under Armour celebrated the sporting moment in Frankfurt by demonstrating how the brand pioneered the Baselayer back in 1996 and how it has since developed that technical product into today’s ColdGear Baselayer.
To do this, Under Armour produced a pop up immersive experience in the centre of Frankfurt over the NFL weekend, showcasing how UA was born out of creating the first performance-fabric baselayer and has since developed into a major global sports apparel and footwear brand, always putting athletes at the heart of their products.
UA Founder Kevin Plank spoke at the experience about how the baselayer all started. As a fullback and Special Teams captain on the University of Maryland football team, Plank grew frustrated with constantly changing his clingy sweat-soaked cotton t-shirts during practice. So, he challenged himself to find a solution.
Two years later, after researching and testing synthetic fabrics, he designed a shirt with moisture-wicking fibers to keep athletes cool, dry and light in the hottest conditions. Plank named it #0037 and Under Armour was born. That was 1996.
Following the successful launch of HeatGear, Under Armour then introduced its renowned ColdGear fabric in 1997, designed to ensure athletes stay warm, dry, and agile when facing cold weather conditions.
“It is incredible to see the evolution of the brand and product we started over 25 years ago. Feeling the energy and momentum in Frankfurt this weekend and the wider EMEA region is truly inspiring.”
Kevin Plank, Under Armour Founder & Executive Chairman
At the experience, selected guests were taken on a journey through the history of UA and the pivotal moments that shaped the brand. Alongside this, product deep dive zones demonstrated the evolution of the Baselayer from 1996 to today’s most innovative ColdGear Baselayer.
Further details of how UA came to life were presented through interactive displays featuring stories of iconic UA athletes that played a pivotal role in the development of the Baselayer. This included Eric ‘Big E’ Ogbogu, former defensive end for the Dallas Cowboys, who in 2003 was the face of Under Armour’s most famous campaign advert ‘Protect This House’, a powerful rallying cry that went on to become the synonymous brand tagline for years to come.
Guests were also treated to a special appearance from three-time Olympic Skiing medallist Lindsey Vonn, who spoke on stage with Plank about her 17-year journey with the brand and how she attributes ColdGear Baselayer to a lot of her success on the biggest stage.
“I am honoured to be a part of this experience. It’s been an exceptional journey with UA, starting in 2006 and still being with the company now. "These guys know how to create game-changing products, which help all athletes, something I experienced first-hand with the ColdGear Baselayer throughout my skiing career."
Lindsey Vonn, three-time Olympic Skiing medallist & Under Armour Athlete
Vonn was joined by two other UA athletes from Frankfurt, Ansgar Knauff & Laura Freigang, both football players, both playing for Eintracht Frankfurt & the German National Team, to further endorse the performance enhancing technical products that Under Armour provides them with today, such as the UA ColdGear Baselayer.
WEAR COLDGEAR® WHEN IT’S COLD
The most important layer of your gear is the one closest to your skin. ColdGear® keeps you warm, protected, and ready.
SKIN-TIGHT DEFENSE: Second-skin fit moves with your body and keeps you protected under your gear, limiting chafing, pinching, and snagging
SWEAT-WICKING & QUICK-DRYING: Moisture-wicking tech keeps sweat from sticking, so your gear stays dry and light.