2011. Marketing and sponsorships Under Armour promotes its products by sponsorship agreements with athletes, celebrities, and sports teams, a field in which it competes with other sports apparel companies. One of its most fiscally beneficial marketing strategies has been its collaboration with actor Dwayne Johnson, who has endorsed the company since January 2016. Under Armour has worked with Hollywood to boost its profile. Its product placement dates to the 1999 sports drama Any Given Sunday, and has since included Friday Night Lights (2004), The Blind Side (2009), The Dark Knight Rises (2012), Lone Survivor (2013), The Martian (2015), and television series The Wire and House of Cards. Under Armour worked with costume designer Alexandra Byrne to create base-layer garments for characters in several films in the Marvel Cinematic Universe. Controversies UA Fitness Performance Center and historic mural covering In 2015, Under Armour released plans for their new Under Armour Fitness Performance Center powered by FX Studios at the Bank of America Building at 10 Light Street in Baltimore. The Fitness Performance Center is planned to take place in the building's lobby, covering historic murals of Baltimore's history by art deco artist Hildreth Meiere with artificial turf flooring. This plan has been seen as controversial due to the fact that Kevin Plank, Nate Costa (president of FX Studios) and developer Cary Euwer used state and federal tax credits to restore the historical building, yet the historical murals are being covered up by turf flooring. Many historians and local Baltimoreons have expressed public outcry that the design should be reconsidered and the murals should be saved. Trophy hunting video In January 2016 Under Armour initiated a marketing campaign featuring women hunters including an American woman named Sarah Bowmar. In August 2016 a video filmed by Bowmar, showing her husband spearing a bear and then rejoicing that he had hit it, went viral. The bear was found dead the next day. Under Armour was heavily criticized worldwide and as result, the company ended its contract with Bowmar a few days after the video became known. Trump endorsement and public boycott On February 7, 2017, two weeks into the presidency of Donald Trump, CEO Kevin Plank expressed his support for the administration and its friendliness to corporations. Numerous athletes contracted with Under Armour also spoke out in opposition to Plank's statements. Stephen Curry, the most valuable of the company's sponsorships, hinted that his loyalty