Underarmour went from making "useful and comfortable sports apparel" to making "any goddamn thing".
Under Armour signed U.C.L.A. to a sponsorship agreement worth $280 million, the largest ever for a university and a challenge to Adidas and Nike’s dominance of college athletics. The ballerina Misty Copeland gave the company a presence in the fine arts. It spent a total of about $700 million acquiring apps like MapMyFitness and MyFitnessPal, with visions of creating a mobile digital health and fitness community.
I was going to highlight the last sentence there - because I can state from experience that UA ruined the shit out of both apps - but I mean
The systemic structure
built to keep me in place
is the stage I dance on.
Black and Woman.
Motherships, my mother’s hips
beheld deep space.
Astronaut of corporal grace.
Most of us? We just want something to sweat in. Say what you will about Nike, their athletic gear doesn't suck very hard. They weren't too busy commissioning rap songs about ballerinas to come up with underwear that doesn't bunch.