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.

Comments (8)
  1. T says:

    Their product is still trash. It’s circa mid- 90’s Reebok designs blow. Just because they had a catchy ad campain “protect this house” doesn’t mean they make a first class product.

      1. Courtney says:

        *you’re

  2. J says:

    When they said they had a new product and knowing Tom Brady signed with Under Armour last year, I could only think that maybe it was some new skirt they were coming out with but I guess I was wrong.

  3. Ernie says:

    lost all respect for under armour when they moved their manufacturing out of the country. How can you have Baltimore pride in something made in Vietnam?

  4. Sheriff willie says:

    Kevin Plank is a dichead. NIKE rules.

  5. B says:

    To say UNDER ARMOUR products are trash is totally off the wall. Its the best on the market for sure. Under Armour has done more than enough for the state of maryland and making sure they stay grounded here! And I would say unless you know Mr. Plank personally to call him something of that nature is nothing more than jealousy, the man had a brilliant idea and took it to the top of the game.

  6. KATHY G says:

    I’ve had the opportunity to try almost every UNDER ARMOUR product; from clothing, to shoes, to hunting apparel. It is exceptional in concept and design, and I agree with B that negativity stems from jealousy, and that Sheriff willie obviously never threw a football hard enough to create a sweat. Mr. Plank is a genius, and I’m proud to say that I’m from Maryland the “home” of UNDER ARMOUR. Wish I knew him personally and could shake his hand for shaking up the sports world with his product.
    So keep wearing your old cotton tees Sheriff willie, sounds like they suit you just fine.

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