An underdog ethic is still baked into company lore, even though last year Under Armour overtook Adidas to become the second-biggest sportswear brand in the U.S. In May, the company signed the largest sponsorship deal in the history of college sports, paying $280 million for a 15-year contract with UCLA. The company has invested more than $700 million in fitness apps and activity-tracking technology, and it hired the designer Tim Coppens, a ready-to-wear rising star, to help snag a portion of the lucrative “athleisure” market. ... These days, Under Armour looks like an underdog only when held up against Nike, a company that Plank and other executives refuse to even name. “Five years ago, our largest competitor was 12 times our size,” Plank says. “Then it was 11 times, then 10 times. Today, they’re roughly six times our size. But the fact is, they’re still six times our size. So we have a lot of work to do.” He clearly relishes the idea of the world’s biggest sportswear company feeling Under Armour breathing down its neck. ... Plank’s appreciation for the overlooked and underestimated—he’s the youngest of five brothers—is manifest in his affection for Baltimore. On the surface, there may not seem to be much linking the edgy, gritty city of John Waters and The Wire with Under Armour’s performance-bro aesthetic. But Plank sees an affinity between Baltimore’s hardworking, blue-collar past and his company’s relentless striving to be the best sportswear company out there.
Smokejumpers would like you to know that they are not the firefighters who bust down your door or save your baby from the flames or rescue your cat from a tree. They are wildland firefighters, which means they deal with burning forests, not burning buildings. They are also not generally the ones battling the big fires like those in California this summer. Instead, a smokejumper’s job is to parachute in to remote wilderness areas to fight smaller wildfires before they encroach upon populated areas and start threatening homes and lives. (In 2015, the most expensive firefighting year on record, wildfires burned 10 million acres and destroyed 4,636 structures, costing $2.6 billion and killing 15.) Smokejumpers are called in to handle the initial attack—that is, jumping in while a wildfire is still small, and ruthlessly extinguishing it as quickly and efficiently as possible. ... There are only 400 smokejumpers in the entire United States, and maybe only half of those are actively jumping fires on a regular basis. ... Last year, 172 people sent in applications to the Missoula Smokejumper Base; only eight were hired. And there are only nine permanent smokejumper bases in the entire country. Even if you’re tough, talented and skilled, you’ll probably still get rejected for three or five or eight years in a row.