Cover Story: Growing Up With Under Armour

Combating the Recession
Focus and key personnel hires have contributed to Under Armour's consistent profitability during the recession. The marketer has focused on product innovation, what's important to today's athletes, controlling costs and identifying opportunities where it needs to grow revenue. Hiring former Lands' End President David McCreight as president; former Izod Womenswear President Suzanne Karkus as senior vice president of apparel; and former Timberland Co-President Gene McCarthy as senior vice president of footwear, all within the past two years, has provided stability and expertise at the executive level.