And then another, on a shirt?

And yet another, on a pair of shoes?

And then on your television, as worn by Carolina Panthers quarterback Cam Newton?

In a world dominated by Nike and Adidas, Baltimore-based Under Armour (UA) emerged from nowhere to add a new dynamic to the highly competitive sports apparel business.

Founder and CEO Kevin Plank founded UA two decades ago. Today, the company has muscled its way onto the biggest sports stage in the United States: The Super Bowl. (The NFL game will be held in the San Francisco Bay Area this Sunday, Feb. 7 and features Newton’s Panthers and Peyton Manning’s Denver Broncos.)

How did Plank do it? How does Under Armour keep competitive with famously innovative rivals Nike and Adidas? And how does it think about innovation?

Fortune assistant managing editor Adam Lashinsky will interview Plank at the Macy’s store in San Francisco’s Union Square to find out the answers to those questions and more.

We’ll be livestreaming the interview from this very article when it begins at 2 p.m. Eastern, 11 a.m. Pacific.

While you wait, subscribe to The Data Sheet, Fortune’s daily technology newsletter penned by—you guessed it—Adam Lashinsky.