Feisty Underdog

The Feisty Underdog presents itself as locked in a binary battle we can all recognise: ‘small vs. big’, ‘good vs. evil’, ‘us vs. them’. Belief, chutzpah and resilience are everything, as is the absolute authenticity of this challenger’s position as David, sticking it to Goliath.

We didn’t have money, so we went into the locker room.

Kip Fulks, Co-founder, Under Armour