Cover Story: Growing Up With Under Armour

At the center of Under Armour's marketing strategy is its e-commerce website. But the site represents more than a sales vehicle for the company; it's a forum to get into the fabric of customers' lives. It started with more modest intentions, however. "We started UnderArmour.com to simplify our message: 'heat gear for when it's hot, cold gear for when it's cold,'" Kuhns recalls. With a straightforward approach and easy-to-navigate architecture, the site seeks to forge a value connection in the lives of its customers, rather than just being a place to sell products.