This article explains how Hunting is the backbone of Under Armour. "The company's UA Ridge Reaper hunting show on the Outdoor Channel features hunts in extreme places and environments, is heavy on Under Armour apparel, and features several Under Armour executives. In the Giant in the White Out video VP of Product (and employee No. 2) Kip Fulks talks about how hunting and the outdoors are at the roots of the company, with two of the three founding partners being "huge outdoorsmen/hunters." Now, 2017, Kip Fulks, as well as two more executives left the company after world wide backlash. Yet Under Armour still promotes Hunting heavily to this day! #BoycottUnderArmour