An advertisement appeared on the Under Armour UK website in February 2020 which featured a long sleeve baselayer. Under a heading which read “Product DNA”, accompanying text stated that the baselayer had been “tested and proven to improve strength and endurance”. A complainant questioned whether this claim was misleading and could be substantiated. After conducting an investigation, the ASA concluded that the evidence cited by Under Armour was not sufficient to substantiate the claim made. The ASA ruled that the advertisement was misleading and told Under Armour that it could not state or imply that its products would improve strength and endurance unless it held adequate evidence to support such claims.