But "Protecting the House" is still the central theme of all their ads, including taking an aggressive, badass approach to ads targeted at women. Of the company's latest female-aimed ads, Plank said, "It's not soft," he said. "It's not a Noxema commercial."
Plank has been just as aggressive in business. "Our goal and our vision is to be the world's number one performance brand. Period."
Plank's ambitions include surpassing companies like Adidas and Nike, longtime hard-hitters in athletic apparel. "I'm not afraid of being bigger, but nothing's impossible," he said.
His desire to take down Nike is palpable -- Under Armour has recently attempted to break in to the sneaker business, with limited success.
But with nearly 3,000 employees worldwide and a product line ranging from base layers to ski parkas to basketball shoes, not to mention a roster of famous athletes sporting his gear, Plank is playing at an elite level.
He compared his business to a college football game. "Sales and marketing is offense, manufacturing and distribution is defense, finance and IT are special teams," he said.
Although it may seem like a game to him, Plank intends to stick to the business end of things, leaving football to the pros. "Athletics was something that kind of went away, so thank goodness for that, too," he said.
"I think I'm better at this," he said. "A lot better than I was in football."
Plank said that "Protecting the House" has become his personal motto as well as that of his company.
"That's my job," he said. "That's my job when I leave, I make that the same job of my son when I leave and go and travel or anything else, too."
Plank said when he leaves home for business trips, he will ask his six-year-old what his job is when Daddy leaves. "[He says,] 'I protect the house,'" Plank said laughing, "Gotta do it."