Danney Elmore founded Underestimated Apparel in 2016. The idea to make his own high-quality and affordable fitness apparel resulted from a conversation with his wife. After Danney spent several hundred dollars on joggers from another athletic apparel company, Danney’s wife told him he was insane for forking over the hefty price tag. During this conversation, Danney told his wife that he was going to make his own fitness apparel. Four years later, the business is thriving. It’s hard to walk into any gym in the metro area without seeing the Underestimated Apparel logo on someone working out.
Underestimated Apparel produces apparel that makes athletes feel good without breaking the bank. Danney said, “I saw an opportunity to give the people that like are an everyday athlete, the same kind of quality without spending a ton of money.”
But where did the Underestimated Apparel get its name? Danney described that the name came from his journey as an undersized man competing in men’s fitness physique competitions. Danney recalls the critics saying, “ You’re never going to do anything. You know you are just wasting your time unless you just like putting yourself through torture.” Danney described that after years of hard work and dedication, he won a physique competition in Colorado. Danney described this moment as the “turning point” in his fitness career and the genesis of his company’s name. Danney made Underestimated Apparel for athletes that feel overlooked. Underestimated Apparel is for all athletes out there grinding every day despite their obstacles and struggles. According to Danney, Underestimated Apparel is for “all those people that are basically being underestimated on a daily basis.”