UnderThoughts

The view from the top, with all those adoring retailers and envious competitors, isn't always pretty but is always interesting. Under Armour VP-sales Ryan Wood says the loyalty of the team dealer channel ? as well as the challenge of the "new" brands ? is not surprising given the brand's position. He had some other comments on the team business, the "F" word and the company's strategy for longevity.

? On The Team Channel ? "First of all, we have not forgotten and never will forget our roots. We truly do put a priority on the team channel because it is what drives our business."

? On The Competition ? "I walk the trade shows and see the other brands out there and I would not want to be in their position. We do believe this is a one-horse race for dealers."

? On the Price Issue ? "Sure, we have gotten some push-back on the cost of Under Armour, but it is in the minority of cases where a school is looking for a cheaper product. Teams are looking at Under Armour as a piece of equipment."

? On The "F" Word ? "You'll never hear the word 'fashion' around our offices."

? On Comparisons To Previous Hot Brands ? "It is dangerous to compare Under Armour to a Starter or Apex because they were strictly fashion brands who were born, bred and destroyed by the leagues. What is behind our success is that we are a legitimate brand with a performance story to bring to the table. That's what leads to longevity."

? On Kleenex and Band-Aids ? "It is great to be recognized as the generic term in consumer goods, but there is also a downside. Our real challenge is to be known to the consumer, kids and customers as a brand. The category is performance apparel, the brand is Under Armour."

? On What's Next ? "Under Armour will be adding new product in men's and women's that will take us outside our core basic of compression. There are a lot of ways to move forward and have no doubt about it, we are very focused on what we do."