Editor's Take: How Little Is Too Little?

Rewriting the Rule Book
Check out all the groundbreaking marketing tactics in Joe Keenan's outstanding cover story (pg. 24). Under Armour is far more than a manufacturer of athletic apparel. As is so crucial, particularly in a year in which the whole retail and advertising arena has undergone such a dramatic shift, this company is so in sync with its targeted customer it's almost eerie.