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SBD/July 25, 2014/Marketing and Sponsorship
Under Armour's Global Plan Paying Dividends, With Branded Stores Expected Outside U.S.
Published July 25, 2014
PLANK DIVING: UA Founder, Chair & CEO Kevin Plank was profiled Thursday by ESPN's Hannah Storm, who noted the story of how Plank turned the company "into a still-growing multi-billion dollar business is almost inconceivable." Plank was asked about what mistakes he has made and what he learned from them. He said, "Our first women's line is one that I'm always quick to say, 'That's a place we learned a lot of lessons.' Our initial strategy that we took was, 'This is going to be a piece of cake: Shrink it and pink it and let's go.'" Storm said UA is "now thinking out of the box, finding new faces, like ballerina Misty Copeland, to market his women's line." Plank: "We've opened up the spectrum of what and who we are. We're now also talking to the athletic female." Storm wondered how UA can maintain its "authenticity when you get to be a multi-billion company?" Plank: "If you're focused on what got us here versus where we're going, you're in the wrong place. Frankly, we're not done until we're the No. 1 brand in the world" ("In Focus With Hannah Storm," ESPN, 7/24).