Businessweek claims that as the Summer Olympics approach, makers of snug-fitting sports apparel are turning up the marketing volume on new garments designed to improve muscle strength, aid circulation, and deliver other benefits. Some of the claims fall short of medical proof, but the movement is having one clear effect: putting pressure on Under Armour (UA), which pioneered the trend.
The magazine also claims that for years, doctors have prescribed compression socks for deep vein thrombosis, an ailment marked by pooling of blood in the veins. The supports, often worn on long plane trips, help push blood through the veins. Credit for bringing the idea to the mass market goes to Under Armour, which grew into a $606 million megabrand by marketing its gear as a hip answer to loose-fitting cotton T-shirts.
