Cover Story: Growing Up With Under Armour

As for its website, Under Armour aims "to communicate some of the larger product stories and launches — inspirational themes that we have going on," Kuhns says. "So when kids see this, they can understand how it relates to their sport."

To that end, Under Armour has added content to its website from top athletic trainers to help younger athletes improve their speed, power and evasiveness. This is all done to help customers improve their performance as athletes.