Nine months in the marketing, company delivers first shoe

04/19/2006 | Sun (Baltimore), The

After a nine-month teaser campaign in print, TV and the Web aimed at building buzz among its teen- and college-age consumer base, sportswear company Under Armour Inc. last week finally revealed its first shoe, a football cleat. "The type of campaign that we launched was intentional, we were trying to spread it virally," said Steve Battista, VP of brand marketing at Under Armour. "We need marketing and branding to last a lot longer than a 30- or 60-second commercial."

View Full Article in:

Sun (Baltimore), The

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Associate Director of Ad Operations
Opera Mediaworks
New York, NY
Senior Manager, Marketing
IAB
New York, NY
Director, Sales Training & Enablement
Pandora Media, Inc.
Oakland, CA
Marketing Manager/Director
Business Insurance
Chicago, IL
Marketing Manager/Director
Business Insurance
Chicago, IL