Born in Kensington, Maryland, on August 13, 1972, Kevin Plank is an American billionaire philanthropist and businessman who founded Under Armour, one of the top sportswear companies in the world. As of December 2025, Plank is still Under Armour’s president and CEO. He resumed his position in April 2024 after leaving in 2020. His transformation from a disillusioned college football player to a pivotal figure in the sportswear sector is a prime example of entrepreneurial tenacity, inventiveness, and fortitude.
Plank was heavily involved in sports during his early years. He attended Georgetown Preparatory School and played youth football as a child before transferring to St. John’s College High School because of behavioral and academic issues. Later, he enrolled at the University of Maryland, where he joined the Terrapins football team as a special teams player. The idea for Under Armour was conceived while he was working on the field. The bulky, perspiration-stained cotton T-shirts that athletes wore beneath their pads caused Plank to become infamously irritated. He looked for a better solution because these shirts became heavy and uncomfortable for players.
Plank started experimenting with synthetic materials that could keep athletes light and dry after being inspired by the moisture-wicking qualities of compression shorts. He turned this concept into a business after earning a degree in business administration in 1996. Initially operating out of his grandmother’s basement in Georgetown, Washington, D.C., Plank used credit card debt and personal savings to bootstrap the business. He sold prototypes to professional contacts and college teammates from the trunk of his car while traveling up and down the East Coast.
The initial product, the HeatGear T-shirt, was made to provide a performance advantage by wicking perspiration away from the body. After hearing his brother’s suggestion, Plank decided on “Under Armour” instead of “Body Armor” and chose the British spelling “armour” for its memorable toll-free number appeal. The young business made $17,000 in sales by the end of 1996. An important turning point occurred in 1999 when a $25,000 advertisement in ESPN Magazine generated $1 million in direct sales, spurring expansion.
Under Armour became popular in professional sports very quickly. NFL teams were among the first to adopt the brand, and appearances in movies like Any Given Sunday increased brand awareness. Plank’s tireless efforts to establish credibility by inflating the company’s size to early clients paid off. After going public in 2005 and raising a sizable sum of money, Under Armour emerged as a formidable rival to industry titans like Nike and Adidas by the middle of the 2010s.
As CEO of Under Armour from its founding until 2019, Plank oversaw the company’s rapid expansion. With over $5 billion in revenue, the brand grew into women’s clothing, accessories, footwear, and connected fitness through acquisitions like MapMyRun and MyFitnessPal. Its reach was increased by prominent endorsements from athletes like Dwayne “The Rock” Johnson, Jordan Spieth, and Stephen Curry. By moving the corporate office to Baltimore, Maryland, Plank strengthened his ties to his native state and made investments in regional growth.
But difficulties surfaced. Growth stalled and stock fell in the late 2010s due to fierce competition, overexpansion, and scrutiny of accounting practices. Federal inquiries into Plank’s sales tactics emerged, but they were settled without Plank being charged with any serious crimes. In response to these demands, Plank declared in October 2019 that he would become Executive Chairman and Brand Chief instead of CEO starting in January 2020. COO Patrik Frisk succeeded him, and Stephanie Linnartz briefly took over in 2023.
Plank’s tenure as CEO was brief. After just over a year, Under Armour announced in March 2024 that he would take over as President and CEO on April 1, 2024. The board stated that the key to rekindling growth was Plank’s fundamental vision. After his return, Plank characterized Under Armour as a €5 billion start-up, highlighting a fundamental strategy centered on athlete performance, innovation, and premium positioning.
Plank’s turnaround plan is in progress as of late 2025. Prioritizing “fabrics we can be famous for,” improving design, and producing “best-level products” are among his stated goals. In 2025, Eric Liedtke was named Brand President and Yassine Saidi was appointed Chief Product Officer as part of the company’s reorganization. Plank has been open about the timeline, stating that by fall/winter 2025, notable improvements in the bottom line are anticipated. International expansion and direct-to-consumer channels show promise despite recent losses and a difficult North American market.
The 2024 opening of Under Armour’s new flagship Brand House on the Baltimore Peninsula represents the company’s revitalization under Plank’s direction.
Plank is renowned for its contributions to the community and philanthropy outside of business. He has made significant investments in Baltimore’s revitalization and serves on boards such as the National Football Foundation. However, he recently left Baltimore Peninsula to concentrate on Under Armour. In terms of politics, he briefly served on a Trump manufacturing council before resigning in 2017 due to remarks made in Charlottesville, stressing that Under Armour stays out of politics.
Plank believes in structure with space for creativity, which is reflected in his hands-on and micromanaging management style. He supports the 80-20 rule, which calls for 80–90% structured operations and 10–20% for creative thinking. Plank, who is married and has two kids, is still motivated by the underdog mentality that gave rise to his empire.
Kevin Plank, who is 53 years old, is in a position to lead Under Armour through its next phase. His story is one of perseverance—from sweat-soaked frustration on a college field to leading a global brand in the face of intense competition. Plank’s vision—to empower athletes with solutions they “never knew they needed”—continues to shape Under Armour’s future as the company strives for renewed dominance in performance apparel.
