Cover Story: Growing Up With Under Armour

By conducting focus groups at all age levels (youth, high school, collegiate and professional), being in locker rooms and on the field of play, Under Armour listens to athletes. "They tell us about the apparel and footwear they're wearing," Kuhns says, "what they like and don't like, Under Armour vs. some of our competitors, and ways we can improve and innovate our merchandise."