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We would definitely study the marketplace and see what people were doing. Kevin liked to get the company together and say ‘Look, this is what’s going on – if we don’t beat this, we’re not going to have jobs.' And in the early days, it was damn true.
You could just take what was going on – maybe
a product launch that a brand had, or maybe a big game that one of our teams lost to the competitor, or a new brand coming into the market – and it was like, ‘Listen man, we’ve got to be better than all these guys, we’re the originator.' Every one of
those is another log on the fire.
When is the last time you heard the story about the rich kid that got in a fight with the rich kid? Never. No, you hear the story about the poor kid who gets in a fight with the rich kid. That’s the story that everybody wants to tell.
Sources
1. When we were small: Under Armour, J.D. Harrison, Washington Post, 12 November 2014
152 Feisty Underdog