Under Armour is a primary competitor to sporting good and clothing manufacturing powerhouses like Nike, Adidas, and Reebok. Under Armour’s CEO – Kevin Plank - lamented that fact during its Connected Fitness presentation in February 2015. He opened the session by discussing the brand was built on the heels of five key growth engines “men’s apparel, women’s apparel, footwear, international and direct consumer.” But what Under Armour did to become one of the (if not the top) leading digital health & fitness companies should not be underestimated.