Over the past two years, Under Armour has spent close to $1 billion buying and investing in three leading makers of activity- and diet-tracking mobile apps. By doing so, the company has amassed the world’s largest digital health-and-fitness community, with 150 million users. Plank envisions all of those users, and their metrics, as a big data engine to drive everything from product development to merchandising to marketing. Many observers, though, balked at the $710 million cost of the acquisitions, questioning whether Under Armour could quickly produce any return on investment–two of the three companies were unprofitable–let alone succeed in a space that shares little with making shirts and shoes. Longtime staffers worried the moves would crimp company performance, affect bonuses, or divert focus from the core business. Plank spent more hours than he cares to count, including a large chunk of his winter vacation last year, in one-on-one conversations to persuade them otherwise. “It was important,” he says, “that this not just be my decision.”

But, it was more than just poor shooting that slowed the Texas Tech offense. The Lady Raiders average nearly 67 shots per game, but only hoisted 52 against Oklahoma State (12-2, 2-1), which slowed the game and controlled tempo.

“It was a tough night for us, especially on the offensive end,” Texas Tech coach Candi Whitaker said. “We were mixing up defenses, but they got hot from 3 and obviously Karli Wheeler got hot and hit five 3s. I think she had six on the year. She almost doubled her makes in this ballgame.”

A year ago, all the Red Raiders could muster in Hilton Coliseum was 38 points. One season later with the same core group of guys, Texas Tech fell to No. 13 Iowa State 76-69.

Instead of being awestruck by the college basketball environment in Ames, Iowa, this year’s Red Raiders had an air of confidence about them in their first true road game of the season.

“Coach Smith always remarks on validating the experience,” sophomore forward Justin Gray said. “I think we validated that we are truly this year from last year. I know a lot of people think we’re the doormat of the Big 12. Today we proved that that’s no longer the case.”

That’s pretty good stuff right there. Validate the experience.

Following Iowa State’s (12-2, 1-1) 76-69 victory over Texas Tech (11-2, 1-1) on Wednesday night, Smith spoke from the heart in his opening statement with the media.

“I’m impressed with Iowa State,” a spontaneous Smith said. “Steve Prohm has done a fantastic job of taking over a program like this. It’s always tough because of the expectations that come with it and he’s done a nice job.”

It was nearly 20 years ago (1997) when Smith, 64, took over a Kentucky program that was fresh off of a national championship from some guy named Rick Pitino, who had bolted for the NBA’s Boston Celtics (college coach leaving for top five NBA job, sound familiar?).

Prohm didn’t take over a team that had just won the largest prize in the sport, but there have never been more expectations for a Cyclone program than this specific team in the offseason.

Texas Tech is no joke and they proved it tonight. The Red Raiders kicked off Big 12 play with a win against Texas and played Iowa State tough, proving they aren’t the Big 12 punching bag they used to be.

Tubby Smith’s squad is 11-2 on the season and was receiving votes in the AP poll this week.

“I brought him on as a junior varsity coach and it didn’t take him long at all to become my wide receivers coach, then eventually my offensive coordinator. Emmett is very dedicated and has continually moved up in this profession because of his work ethic, and I expect that is the reason he has already moved up at Texas Tech.”