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‘A $5 billion startup’: Under Armour opens Baltimore Peninsula store, seeks to reenergize brand
Source: WWD / Getty
Flanked by a top lieutenant and a star athlete, Kevin Plank led a crowd gathered Saturday morning in counting down from 10. As the clock hit zero, Under Armour’s billionaire founder slammed a massive button, sending smoke billowing into the sky and a parade of local kids streaming into the parking lot.
That ceremony formally launched a flashy store at the company’s new Baltimore Peninsula headquarters. It also punctuated a season of change for the storied Baltimore brand.
“This is the kickoff of our, what I’ll say, is our reconstitution of the brand across the Americas,” Kara Trent, Under Armour’s president of the Americas, said in an interview Saturday. “But also with a lot of this influencing then how we think about the brand globally.”
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