Managing Communication Crisis the 'Under Armour' Way

Kevin Plank (Plank), born in 1972, attended Fork Union Military Academy, where he started playing football with the aspiration of becoming a professional football player. Plank went on to attend St. John’s College High School. He graduated from there in 1990 with his dream of becoming a professional. As he fell short on certain vital criteria, like height and health, he opted to play in the college football team during his post-graduate year in Fork Union Military Academy, where he represented the (The Maryland Terrapins team) Terps. In one of their tournaments, the Terps delivered a disappointing performance against their opponent team, Georgia Tech. The loss set Plank thinking. He realized that the footballers’ uniform T-shirts soaked up a lot of sweat, which made them heavy and extremely uncomfortable to wear. “Could there not have been a technology that offered a comforting experience while on the field” Plank kept thinking...