[lightwinder]

Other than trying to impress or intimidate people, I never understood the urge to bulk up and get huge muscles. I think getting stronger is the real achievement. If anything, getting stronger but not bulking up means you don't have to make changes in your wardrobe. If I was going to pursue a workout program, I would prefer to get stronger but not get huge muscles.

"bulking up" for the shape of the muscle is definitely about impression, vs strength. For someone just interested in being strong, that's a better goal!

And yes a lot of the muscle is just for the look of having muscle. In the case of Under Armor, it's all about the "façade" of muscle - a visual expression of "manliness".