How Under Armour sweats the storytelling details

This event report demonstrates how Under Armour, the sporting apparel manufacturer, has leveraged storytelling to build its brand.

How Under Armour sweats the storytelling details

Geoffrey PrecourtWarc

Under Armour pegs its entire brand DNA on storytelling. It begins with the legend of founder Kevin Plank, a University of Maryland football player in the mid-to-late 1990s, who kept changing out of one sweat-soaked t-shirt after another, game after game. But the synthetic jerseys he and his teammates donned during practice never had the same problem of absorption (not to mention the additional weight and clamminess).

So Plank built a new game-day t-shirt, started sharing the jerseys with his teammates, and didn't have to wait for long for word...

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