Cover Story: Growing Up With Under Armour

"We build product and [cultivate] our brand with an inspirational message to get younger athletes to grow up with the brand," says Mark Kuhns, Under Armour's vice president of global direct. "It's not about pushing a sales message at them or following them all over the place to tell them about Under Armour; it's about being in places where they naturally go. They have a chance to interact with our brand." (Kuhns provided details for this article in an exclusive interview with All About ROI in September, as well as during a recent presentation he gave at the Internet Retailer conference in June.)