How Under Armour reached the tipping point

OK branding community and beyond, there’s something I need to talk about…Is it just me, or is it safe to say that Under Armour has quietly become ubiquitous in America today? It seems wherever you go—the airport, the movies, the park, EVERYWHERE—you’re bound to encounter that unbelievably simple yet somehow magnetic logo . Forget about the Nike swoosh or the Adidas three stripes; there’s a new athletic icon in town that’s quickly becoming the identity stamp of choice for today’s masses.