He pointed to the company’s recently announced project to design and produce the “technical spacewear” for Virgin Galactic, Richard Branson’s space-tourism company, as an example. All the technologies it’s developing to create the spacesuits will be used in products that Under Armour will have commercially available this year.

He also highlighted Under Armour’s line of signature basketball sneakers with NBA star Stephen Curry. Their performance on the court is what’s going to make a kid want to wear them off the court too, he insisted, not mentioning Curry’s star power. Though performance basketball shoes aren’t selling much for off-court use at the moment.

Under Armour isn’t abandoning the effort to up its style game. A great looking product is “table stakes,” Plank stated.

But the company will focus more on making sure shoppers know that every Under Armour product does something to make them perform better. According to Plank: “That’s what makes us and gives us our DNA and gives us our reason for being.”

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