In 1962, TV viewers were first introduced to an animated sitcom about a futuristic world of flying cars, cities in the sky, and space tourism. It was The Jetsons: adoring couple George and Jane, their kids Judy and Elroy, Astro their dog, and housekeeper Rosie the robot.

Consumers seek strong brands that share their values and aspirations; therefore, brands need to stand for something. Inconsistent brands and messages fail to make a lasting impression because it is difficult for customers to understand what these brands represent. On the other hand, when a brand is both consistent and relevant to customers, it builds recognition, credibility, trust, and ultimately loyalty.

During the brutally hot summer of 1995 Under Armour Founder and CEO, Kevin Plank, was a special teams captain for the University of Maryland football team. Plank hated how his sweat-soaked cotton T-shirts weighed him down while playing football and having to change out of them every quarter. Then, one day a thought went through his head: "There has to be something better."