Kevin Plank, the enemy of cotton
El Georgetown Preparatory School es de los centros educativos más selectos de EE UU. Entre sus alumnos más ilustres está Kevin Plank. Y eso pese a que este empresario forjado a sí mismo abandonó la escuela para niños más antiguas del país por mal estudiante. No es una sorpresa que lo reconozcan ahora, porque los estadounidenses se ponen siempre del lado del eterno perdedor que despunta, aunque tropiece varias veces por el camino.
Plank created Under Armor two decades ago, with one goal: to turn it into the best sportswear brand in the world.In his head there is more than selling black shoes with the silver symbol on the instep or a tight shirt.Sell the idea that wearing your clothes make you better.His philosophy reminds Howard Schultz, founder of Starbucks."It's knowing what you want to be," he says.Plank, 42, has an estimated fortune in 2.900 million dollars (2.550 million euros), almost three times more than the minimum necessary to enter the Forbes billionaire club.Admits that it is much richer than I would have imagined when I played American football at the University.
The company was born from a need.In the changing rooms he observed his teammates with cotton shirts soaked in sweat.To remove that weight from them, he designed some garments with the fabrics that are used for female underwear.The company was born, as the American dream canon mandates, in a garage.Rather, in the basement of his late grandmother's house.It was 17.000 dollars, other businesses that he created while studying.
At first he carried two cards on top.In one he presented himself as the president of Under Armor.In the other, as sales head.This showed as a company larger than it was actually.From there, to overcome in his war against cotton the 1.000 million dollars in sales for the first time in 2011.That year, Fortune magazine placed the 12th among the best 40 entrepreneurs under 40 years old.
La sede de Under Armour está ahora en un antiguo edificio industrial que ocupaba Procter & Gamble en Baltimore.They say that it is the perfect substitute, a reflection of how the US business fabric is renewing and innovating.Instead of housewives dedicated to home tasks, brand advertising shows Athlets in Action, with garments that eat sweat designed to improve physical performance.
British Andy Murray, who until now Lucia Adidas will also begin to circulate shortly.A few months ago who stood in front of the cameras was the top Gisele Bündchen.Murray's is the last strategic victory of Plank, which will cost more than 20 million euros.Even more if the champion continues to win on the court.The agreement was not accidental, because the company is fighting a true battle to sponsor athletes and elite teams.
He already tried before with Kevin Durant, from the Oklahoma Thunder.But the best player of the last NBA season decided to continue with Nike, after putting more than 300 million on the table.In public events he never quotes his rivals and the word he uses most is "win" (win).
Kevin Plank knows he is going faster and further than what he expected.Perhaps that is why it is also quite impatient and that leads him to make mistakes, as in the special costumes he created next to Lockheed Martin for the American speed skating team for the last winter games in Sochi.It was his opportunity to present himself as an alternative to Nike.It was the first time from Sarajevo in 1984 that no medal was taken, and the poor results were attributed to the suit design.Plank, however, seemed to have the crisis under control despite the fact that the fiasco stabbed to the brand's heart.Lindsey Vonn skier and swimmer Michael Phelps immediately left the firm to appease the controversy.
The competition is something that Plank carries in his blood - it was the youngest of five brothers -.Maybe that's why it looks like the eternal second.This year Under Armor will exceed 3.000 million in sales and its objective is to exceed the 4.000 in 2017.Although it is small next to Nike - Facture 28.000 million—, it is already the brand that young Americans who aspire high.And it is bigger in the US than adidas.
94% of its sales are concentrated in the North American market.The business is growing quickly: it has folded sales in the first nine months of 2014.Plank's fortune grows to the rhythm to which their actions do, which were appreciated 60% during the last year, which makes them some of those that had the best performance.
Real Madrid and Barcelona are in their views, which would give it tremendous visibility in Europe in that race for being a global brand.You already have an agreement with the Tottenham Hotspur of the Premier.Murray will continue to wear Adidas's shoes until Under Armor give some to his liking.He also has a contract with American tennis player Sloane Stephens, one of the emerging stars.
The bulk of its offer is concentrated in the running and basketball shoes.Although it is clear that he points high.A year ago he acquired what was his first application: he paid more than 100 million euros for Mapmyfitness, one of the most veteran mobile platforms.