Expanding in Athletic Gear in a Tough Economy

New York Times, August 2, 2008 — AS far back as his days as a University of Maryland running back, Kevin A. Plank figured there had to be something better than sweat-soaked athletic wear. In 1994, after earning a business degree, he began making moisture-wicking T-shirts in his basement, and has built his company, Under Armour, into one of the most recognizable athletic brands.

Now Mr. Plank, 35, is expanding into athletic shoes and going up against the giants Nike and Reebok. In May, the company introduced its first line of performance training footwear.

No Sugar and Spice Here†

Under Armour Targets Females With Ads That Put Premium on Sweat, Not Style

Advertising Age, June 18, 2007 — Under Armour built a men's-sports-apparel empire on the back of sweating, chest-thumping, testosterone-fueled creative, and now it's betting heavily that same approach will sell just as well to women.