Under Armour fired up about new "charged cotton" T-shirts

Kevin Plank is a highly competitive chief executive and is not shy about his desire for his upstart Under Armour to slay athletic apparel giants like Nike.

So it's no surprise when Plank makes big promises on an earnings conference call.

But his description of a new line of Under Armour cotton T-shirts dubbed "Charged Cotton" on the Nov. 27 call was notable even for Plank.


"It's a phenomenal product," he raved. "It is the most comfortable, beautiful T-shirt in the world that for $25, it's going to make all those $80 and $90 cotton T-shirts from the designer labels seem ridiculous."

The new shirts are scheduled to debut in March.