Publicly addressing the Kevin Durant melodrama for the first time, Under Armour CEO Kevin Plank states that although he was disappointed with the outcome, he asserts that the brand will be an aggressive player that will actively compete with the giants of the sporting goods industry. Referring to the importance of branding and noting a positive outcome from the recent let-down, Plank states that UA has sent a message to the world that it has the capabilities and spending power of any top athletic company. The only question is: what will be Under Armour’s next move?
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