The original Under Armour compression shirt was designed for several purposes that include: "wicking away body moisture, helping the body coordinate the muscles, reducing muscle fatigue by condensing and reducing muscle movement, and increasing power by means of aligning and supporting the muscles" (Kraemer). Later, this innovation gave rise to Coldgear--the same concept as Heatgear but for colder climates. Now, as the company looks to expand, it is looking into Charged Cotton--its latest invention expected to go on sale nationwide starting March 9, 2011.
Surveys show that an overwhelming majority of consumers prefer cotton over the tight-fitting synthetic materials. Under Armour, being the innovator it is, decided to experiment and combine its Heatgear technology with the comfortable, soft cotton fibers. The Charged Cotton shirt blends hydrophilic and hydrophobic fibers to make it dry five times faster than a regular cotton shirt. The hydrophilic fibers absorb the sweat from the body while the hydrophobic fibers repel it so the shirt will not get heavy in perspiration. Cotton will be truly revolutionized if Under Armour's claims about its new products are true.
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