The creation story behind Nike has been documented and delivered in a number of ways. It’s laid out in the Nike Campus and written in books like Swoosh and Just Do It. The creation story for Under Armour isn’t as well known. It’s not as deep as the narrative of two brothers who split and created shoe companies with philosophical differences that represented a country, but it is important and it’s the narrative of an American brand. Nike’s story is really the story of a Japanese American brand, if you know the story you get that statement. This interview with the Today show is timely and speaks to the narrative Under Armour has to solidify its brand. The question is will they begin to deliver the creation story via products and marketing. Take a few minutes to check this out.
