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."

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