Under Armour’s Founder Kevin Plank on the Brand’s New Vision

Activewear maker sees itself as a 'human performance company'

Under Armour, a more than two-decade-old brand, is working to remain relevant and as engaging as its upstart competitors.

At the National Retail Federation conference in New York, Under Armour founder and former CEO Kevin Plank spoke with Rod Sides, vice chairman and U.S. leader of retail, wholesale and distribution at Deloitte, about the where the activewear company is headed.

Sticking to new vision of the consumer

In order for Under Armour to bring its retail vision to life, Plank said the company’s been on a journey to discover who its consumer is and identifying their needs—who Plank calls a “focus performer.”

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