Kinesiology 2298A/B Lecture Notes - Lecture 3: Kevin Plank, Sports Equipment, Muscular Christianity
18 Oct 2018
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Document Summary
In 1996, kevin plank was a 23-year-old special team"s captain on the football team at the university of maryland. Recognizing that the cotton t-shirt he wore under his uniform frequently became sweat soaked and uncomfortable, plank began developing an alternative using microfibers. Based out of his grandmother"s house, plank built the prototype of his technologically advanced moisture wicking fabric that changed the sportswear industry. Plank"s company was soon named under armor and quickly caught the attention of the sport industry and the media. After his first year in business plank acquired a manufacturing plant and had about us,000 in orders. Two years later, his products were featured in the popular football movie any. Given sunday, which provided plank with enough capital to purchase advertising time on espn. The creative use of product placements allowed plank to create widespread brand recognition of under armor which in turn generated tremendous market share.
