May 27th, 2003

Enterprise Bridge

(no subject)

Under Armour just sort of popped up on my radar last year. A few of the baseball and football players were wearing it. By this spring, nearly all of baseball had it, and in dark green to match their uniforms. I immediately recognized it for what it was, tight synthetic shirts meant to wick away and evaporate sweat and control heat, not unlike compression shorts or the type of clothing favored by hikers. I assumed it was the product of one of the existing major sporting goods manufacturers. Turns out it's not, it's actually a young entrepeneurial success story. (Predictably, the major manufacturers are trying to get into the business too.)