All we're trying to do is change how people think about fitness. And build Under Armour into the biggest brand in the entire land.

I believe people change. I think that they can learn from mistakes.

Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it's inspirational.

Every great brand is like a great story.

The ability to touch people and literally change lives is incredibly relevant in a consumer-products company.

Don't ever, ever devalue your product. Ever. It's the worst thing anyone can do to hurt your brand.