From local tailor shops in College Park, Maryland to the garment district of New York City, Plank, upon graduating from Maryland in 1996 with a bachelors degree in business administration, searched for synthetic materials to test his hypothesis. Plank ran through seven prototypes before deciding on the one he wanted to use. He then asked his former teammates to try on the shirts, explaining that his alternative to a basic cotton T-shirt would enhance their performance on the field. As Planks friends moved on to play professionally, he would send them T-shirts, requesting that they pass them out to other players in their locker rooms.
A turning point for Plank and his start-up, Under Armour, which was now based out of a Georgetown rowhouse owned by his grandmother, came late in 1999. A $25,000 advertisement in ESPN Magazine spurred $1 million in direct sales for the following year and athletes and teams began buying the product.
In 2003, Under Armours first TV advertisement featured a football squad huddled around Planks former University of Maryland teammate Eric Ogbogu, shouting we must protect this house. The phrase became shorthand for the Under Armour brand and can be seen and heard throughout college football stadiums across the country.
Management style
Plank still draws upon his basic athletic values at the office. In lieu of meetings, Under Armour has huddles, and posted on the wall in most conference rooms are the Under Armour Huddle rules, which encourage workers to be prepared to huddle, manage the clock, know your position, run the huddle, execute the play and respect your teammates. These dictums are at the heart of what has made Under Armour so successful.
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