BALTIMORE (WJZ) — There was a rare opportunity Tuesday to go inside Under Armour’s new innovation lab at Tide Point. The facility, which tests and creates most of the company’s new products just opened, but after Tuesday it’s closed to the public.
Under Armour CEO Kevin Plank led and Mary Bubala followed.
The company unveiled its cutting edge Innovation Lab, the operating room where new clothing ideas are designed and sewn together, and the Endurance Room, where new products are tested in extreme hot and cold conditions.
“I am the chief operating officer. I don’t believe in sitting behind a desk and neither does Kevin. All of us have to get involved in all the products and test them,” said Wayne Marino.
One product hasn’t even been unveiled to the public yet. It’s a heart rate monitor built into an Under Armour shirt.
Inside the lab and wearing that built-in heart rate monitor is reigning World Ultimate Fighting Champion George St. Pierre. He demonstrated advanced elements in Under Armour’s lab that help with product development, like the motion picture camera that catches 10,000 frames per second to analyze how people run in different shoes. The data gathered goes right into shoe development.
CEO Kevin Plank says the greatest product is yet to come.
“The next great idea could come from anywhere and so this is supposed to be the centerpiece and the central energy for our brand,” he said.
Under Armour will unveil that heart rate monitor shirt called the E-39 during the NFL Combine.
Just Monday, the company signed Heisman Trophy winner Cam Newton to the biggest deal ever for an incoming NFL rookie.
Under Armour’s high-tech lab also has high-tech security: a hand scanner will keep unauthorized personnel out.