re: Under Armour

quote:

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When he was registering the name of his new company in 1996, he was setting up the toll-free number and he thought that 888-4ARMOUR was more compelling than 888-44ARMOR. At the time, the Internet was just rising in importance for commerce and Plank said he wasn’t sure “whether this whole internet thing would stick.” Therefore, the toll-free number was important to get right.

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