Under Armour: No Sweat

Imagine yourself as Dave Demsky, barely three months as information-technology director at Under Armour, a sports apparel company whose products are so cool that professional athletes wear them on TV without being paid to do so. It’s August 2001, the busiest month of the busiest year in the company’s history, and it’s your job to build the technology to keep the company from being crushed by its own success.