Plank says that getting beat up sometimes is part of being in the game. But he has no plans to quit. "We are in the arena. There is blood and sweat on our face. We are fighting every single day for this brand."
"We have established this platform of not being a nice, other little player," he says. "We are one of the top three brands in the world, and we have eyes on being the No. 1 brand in the world."
The apparel company will, Plank insists, innovate its way to the top.
"We pull rabbits out of our hats for a living," Plank says, "whether it's finding Misty Copeland and the story about her, or Jordan Spieth, or Stephen Curry." Under Armour's 2014 ad campaign featuring dancer Misty Copeland was called "jaw-dropping" and dubbed "ad of the day" by AdWeek. It became a "huge viral hit" for the company, according to Time.