Kevin Plank

Heather Fletcher is senior content editor with Target Marketing.

Doug Randall is CEO at Protagonist. Reach him at drandall@protagonist.io.

Activism has become a powerful component of corporate identity — but it has to be done right. In an interview this February, Under Armour CEO Kevin Plank commented that a pro-business president like Donald Trump was “an asset to the country.” Within 24 hours, the hashtag #boycottUnderArmour had been tweeted over 1,500 times and one of the brand's leading ambassadors — Warriors player Steph Curry — had publicly criticized the sentiment. A hastily released public statement by the company said, “We engage in policy, not politics.”

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