Under Armour's marketing success is more than skin deep

11/26/2012 | Advertising Age (tiered subscription model)

Under Armour's sponsorship, since 2009, of the NFL Scouting Combine -- where athletes perform exclusively in Under Armour gear -- has given the upstart brand unprecedented exposure, allowing it to be seen as another Nike, Adidas or Reebok in the eyes of pro players and the amateurs who emulate them. Led by a marketing team that includes agency partners Crispin Porter + Bogusky, Red Tettemer and Reset, the company weathered the recession with 10 consecutive quarters of growth and is on track to hit $2 billion in sales this year.

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