Mary Zophres received the box on a Thursday in 1998. By Monday, the word had made it to the film’s director. Oliver Stone was interested in samples of the fledgling Under Armour brand but only if the production studio wouldn’t have to pay for the requested $44,000 in apparel. To Stone, it was free costuming for a film that was already over budget. That initial box was received by one of the most influential costume designers in all of Hollywood and it was packed by Kevin Plank, himself. Before brand executives spent hours calculating ROAs, the hard truth is that retail was mostly persistence and luck. On that day, Plank earned both.
This member brief is designed exclusively for
Executive Members, to make membership easy, you can click below and gain access to hundreds of reports, our DTC Power List, and other tools to help you make high level decisions.
Join Here
