Under Armour has built one hell of a roster. The brand is currently endorsed by the reigning MVP in every major sport that matters in the U.S.—Bryce Harper in the MLB, Cam Newton in the NFL, Carey Price in the NHL, and Stephen Curry in the NBA. Not to mention, Under Armour is also endorsed by PGA Player of the Year Jordan Spieth. 

“When you look at the entire roster of best athletes in the world, we have the more current MVPs than other brands that are quadruple our size,” said Adrienne Lofton, Under Armour’s Senior Vice President of Global Brand Marketing.

What’s the key to building Under Armour’s team of winners? Here, Lofton breaks down how the brand decides to bring in a new athlete.