Word: armour
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Dates: during 2000-2009
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...just wanted a comfortable T shirt to wear under his football pads, though he admits he was a bit obsessive about it. The result is a line of sweat-shedding sports clothing that more than doubled its annual sales in 2002, to $55 million. It's called Under Armour, and athletes from pro football linebackers to kids who play in rec hockey leagues regard the skintight garments as cool--in every sense of the word...
Plank got the idea for Under Armour after eight of his football teammates at the University of Maryland landed in the hospital with heat exhaustion over a weekend of practice sessions in August 1995. Plank, a senior running back and business major, managed to avoid collapse but was bothered by his soggy cotton undershirt. The thing bunched and chafed under his pads, and when soaked with sweat, it added to the load on his back. "Being short and slow," he says, "I was looking for every ounce I could spare...
...tailor make up samples of athletic undershirts. He handed them out to fellow members of the Maryland football squad, who found them comfortable and edgy looking--and clamored for more. That told Plank he was onto something. His older brother Bill, an architect, contributed the macho name Under Armour, and an artist friend designed a sleekly minimalist logo. Working out of the basement of a house in Georgetown he'd inherited from his grandmother, Plank engaged a New York City garmentmaker to produce 500 T shirts that he called Heat Gear. He tossed them into the trunk...
...rest is marketing history. After booking sales of $17,000 in 1996, Under Armour boosted that number to $55 million in 2002. And on the basis of orders in hand from pro and amateur teams and select retail chains, Plank expects sales to roughly double in 2003. Special-forces troops buy the stuff, as do middle-school kids who wear it to class. Marty Hanaka, CEO of the Sports Authority, the nation's largest sporting-goods retailer, says demand for Under Armour has risen "exponentially" in most of its 204 stores. "There's a surge in participation in active sports...
...show features models, photographs, plans and original drawings. Mies, as he's widely known, had the misfortune to be working in Berlin when the Nazis came to power. In 1938 he moved to the U.S. in search of more open-minded patrons. He found a niche at the Armour Institute of Technology in Chicago, heading the architecture department for 20 years. Mies was the first to conceive of a steel-and-glass skyscraper. Designed in the '20s, his glittering towers weren't built until the '50s - New York's Seagram Building was finished in 1958. Many of his one-story...