Under Armour’s Founder on Learning to Leverage Celebrity Endorsements
by Kevin Plank
Kevin Plank is the founder and CEO of Under Armour.
Celebrity endorsements used to be fairly straightforward: a face in an ad, a logo on the TV screen. But that world is rapidly changing, and Under Armour’s CEO is nimbly navigating it.
I started Under Armour in 1996, when I was 23 years old and just out of college. The idea for the product was pretty simple. I had played football in high school and college, and I’d hated how the T-shirts I wore under my shoulder pads became soaked with sweat. It wasn’t just uncomfortable—I really believed the extra weight hurt an athlete’s performance. I saw the need for a shirt that would stay dry. I looked at all ...