The next big thing from Under Armour's athletic retail line may be shirts that light up just by running, an idea that topped its "Future Show" in Baltimore. Under Armour's athletic wear invention contest is a recognition that "[i]nnovation -- not fashion -- has emerged as the lifeblood of the $80 billion athletic apparel and equipment business," writes Bruce Horovitz. "If we make something that wasn't invented [by Under Armour], that's not scandalous. We don't have all the great ideas," said CEO Kevin Plank.

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