Under Armour has had success in the outdoor category, and with its upstart ethos still intact, it's poised to continue to take share from better established competitors.

Its authenticity and quality will allow it to compete with the likes of Patagonia and REI and reward shareholders along the way. 

Under Armour has had an impressive run during its 20-year history, going from zero to $4 billion in annual sales over that period. But it still has a long way to go to catch Nike, with over $30 billion in revenues for the year.

Under Armour's director of marketing for outdoor apparel, Steve Metcalf, gave a quote to Outside Magazine about the project: "[A]uthenticity and innovation are how we've won every category we've been in. We'll do it in the outdoor market, too." I look forward to seeing the company execute on this vision, and with shares trading around 20% off recent highs, I recommend taking a deeper look at this wonderful business.