From Sweat to Success: The Rise of Under Armour
Kevin Audette Plank was born on August 13, 1972, in Kensington, Maryland, a suburb of Washington, D.C. The youngest of five brothers, his family background was entrepreneurial; his father, William Plank, was a land developer, while his mother, Jayne Harper Plank, was a former mayor of Kensington and worked in the U.S. Department of State. This environment fostered Plank’s early interest in business and sports.
Plank’s passion for football began as a youth with the Maplewood Sports Association. He attended St. John’s College High School before transferring to Fork Union Military Academy to boost his chances of playing college football. He then walked onto the University of Maryland football team, where he would not only play but also captain the special teams. His time at Maryland was pivotal; frustrated by the sweat-soaked cotton t-shirts during games, Plank conceived the idea for performance apparel.
In 1996, after graduating with a degree in business administration, Plank launched Under Armour with $17,000 from a rose-selling business he ran on Valentine’s Day. He started with a moisture-wicking shirt made from synthetic materials, which he sold from his car and out of his grandmother’s basement. His initial market was athletes, particularly football players, and his product’s success hinged on word-of-mouth from his former teammates.
Under Armour’s big break came in 1999 with a $25,000 advertisement in ESPN The Magazine, which led to $1 million in direct sales. This ad helped Plank secure team deals and expand into other sports. The company’s revenue hit $1 billion by 2010, making Plank a billionaire in 2011.
Plank’s leadership saw Under Armour evolve from a niche sports apparel company to a global brand, with innovations in footwear and digital fitness apps. However, his tenure as CEO wasn’t without controversy, including a public endorsement of Donald Trump, which he later walked back, and allegations of misconduct within the company, leading to a cultural overhaul.
In 2019, Plank stepped down as CEO but remained as executive chairman and brand chief. His vision for Under Armour was always about performance, but also about creating a brand that resonated culturally, much like his early days when he aimed to make athletes feel like superheroes.
Beyond Under Armour, Plank has invested in real estate, including the transformation of Sagamore Farm into a thoroughbred horse racing center, and founded Sagamore Spirit, a whiskey distillery. His philanthropy includes significant contributions to his alma mater and support for local community projects in Baltimore.
A lesser-known aspect of Plank’s life was his involvement in a blackjack tournament in Atlantic City to help fund Under Armour’s early operations when the company was financially tight. Also, his relationship with the media, including his time on various advisory councils, showcases his influence beyond sports apparel.
Further Reading:
https://en.wikipedia.org/wiki/Kevin_Plank
https://about.underarmour.com/our-leadership/kevin-plank
https://www.forbes.com/profile/kevin-plank
https://www.businessinsider.com/kevin-plank-under-armour-story-2014-12