Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it's inspirational.

Don't ever, ever devalue your product. Ever. It's the worst thing anyone can do to hurt your brand.

All we're trying to do is change how people think about fitness. And build Under Armour into the biggest brand in the entire land.

Every great brand is like a great story.

The idea of insider information to me is almost, like, laughable.

You're convincing these big, tough football players to wear what was essentially women's lingerie. There was a little bit of a Jedi mind trick that needed to take place. The product really spoke for itself once guys felt it and touched it.