How Under Armour Uses A Scrappy Outsider Will To Get What It Wants

Senior vice-president of global brand marketing Adrienne Lofton on how the brand's marketing strategy has evolved through explosive growth.

When Under Armour reported its second quarter earnings in July, the company had a 29% boost in revenues over the same period last year. It marked the 23rd consecutive quarter of at least 20% net revenue growth, and led to a 7.3% jump in the company's stock price. During his conference call with analysts, CEO Kevin Plank saved some significant praise for three specific people.

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