Connect Magazine - Bennett Graphics

“ We have a chip on
our shoulder, and
that chip doesn’t
go away, because
there’s not a finish
line. It’s not about
hitting some number.
It’s much greater
than that, and
frankly, it’s much
more purposeful
than that.”
– Kevin Plank, Founder &
CEO, Under Armour
UNDERDOGS
How our
weaknesses
can become
our strengths
By Michael J. Pallerino
It’s fair to say that Nike never saw it coming. In
1996, the all-everything brand was comfortably
positioned as the sporting goods leader in
footwear and apparel, not to mention a marketing
trendsetter whose print and TV campaigns
still stand as teaching tools today
(“I Want to be Like Mike” and
“Just Do It,” to name two).
With the Olympics back
on American soil in Atlanta,
the brand was preparing
to introduce a slew of
cutting-edge designs and
marketing campaigns
to further cement its
growing legacy.
Bennett Graphics – connect • May/June 2015
7