Kevin Plank, the CEO and founder of under armour, became the second business leader to resign from President Donald Trump's American Manufacturing Council after the president received fierce criticism over his inability to rapidly denounce groups that caused the violence at a white nationalist rally in Charlottesville, Virginia, recent weekend.

Although Plank did not indicate his reason for resigning from the President's panel, he puts his effort to disassociate the Baltimore-based innovative sports apparel company from politics. As Plank exited the Trump Administration's Council, he now intends to focus on promoting "unity, diversity and inclusion" to consumers and impacting on individuals' lives through the power of sport.

"We remain resolute in our potential and ability to improve American manufacturing," Plank issued the statement. "However, Under Armour engages in innovation and sports, not politics."

Under Armour seeks effort to boost brand

In January, Plank, along with other business leaders, was invited to participate in a meeting with Trump at the White House to discuss his intention to slash corporate regulations and taxes and promote job growth. Later in the month, the 45-year-old executive was criticized for complimenting Trump, who proposed a travel ban on Muslims attempting to enter the United States, and remarking that the president was a "real asset" for the country's economy.

Golden State Warriors star Stephen Curry and ballerina Misty Copeland, both known as the world's most prominent athletes who currently endorse Under Armour, did not support Plank's assessment over Trump's agenda.

Eventually, when Plank withdrew from the council recently, he received praise from the two-time NBA Most Valuable Player in a series of congratulatory emojis for his latest move.

Plank printed a full-page ad in the newspaper, the Baltimore Sun, addressing his clarification to the general public that Under Armour supports diversity and believes that immigration is a source of strength.

Consumer put the pressure on Plank, as people previously established a consumer boycott movement on social media to publicly speak out against "divisiveness, racism, and hate." People have now commended Plank's decision to depart the council. After Under Armour departed the Trump council, Brandwatch, the world's leading social intelligence platform, saw the company's brand improvement on social media.

Advertising/PR executive 'Sometimes company brands and politics don't mix'

According to an advertising and public relations executive, companies may face risk when brands interact with a politician (or political brand) that customers do not relish. T.J. Brighten, the president at A. Bright Idea Advertising and Public Relations, told the Baltimore Sun last Monday that sometimes the brand between companies and politics do not blend. Customers might not always be on the good side with a particular party affiliation.

The business leaders dropped association with the Trump Administration in the wake of racist violence and chaos that the president did not denounce immediately. As a result, in addition to Plank's exit, several business leaders of other companies walked away from its council, including CEO for Merck, Intel, Tesla, and others.