Under Armour has gotten unfairly beaten up over its new speedskating suit that sparked controversy at the Sochi Winter Olympics, Chairman and CEO Kevin Plank told CNBC on Friday.
But despite that flap, Under Armour and U.S. Speedskating have decided to extend their partnership.
In a "Squawk Box" interview, Plank said the deal was about "quieting the noise" and showing his company's commitment to the sport. "We want to make sure that our message is there and this is not just a one-and-done."
Friday's announcement keeps Under Armour as the team's exclusive competition suit provider through 2022. The arrangement had been set to expire this year.
"We doubled down, literally, our deal—because what I didn't want it to come down [to] a negotiation," Plank said. "See you in South Korea in 2018."
(Read more: Under Armour founder: It's not the suit!)