USA Today scored big time with its recent Did you know that in Under Armour’s Tidepoint headquarters a lab exists through which only 20 employees can pass, and those only after a scanner has read and calculated the pattern of veins on their backs?

Or that Under Armour has designed a fabric that repels water as well as a duck’s feathers?

Or that they have created a shirt that can monitor your heart rate?

Plank states as Under Armour’s goal: “All we’re trying to do is change how people think about fitness …. And build Under Armour into the biggest brand in the entire land.”