Snappy newsletters. Simple Facebook sharing. Spirited comments. Sweet features are waiting… GET THEM NOW!

Under Armour Masters Product Placement

From sports to film and TV, firm goes beyond advertising

By Nick McMaster,  Newser Staff

Posted Jul 25, 2008 5:50 PM CDT

(Newser) – There was a time when Baltimore sportswear maker Under Armour had to pay for advertising. No more, the Sun reports: its distinctive opposing-U shape has become ubiquitous in film and TV, prominently displayed in productions from Any Given Sunday to The Wire. During the first 3 months of 2008, Under Armour made no fewer than 3,000 appearances on cable TV.

The wide net the firm casts is part of its total-immersion branding strategy, explains the VP for brand: "Campaigns come and go, but it has a greater impact if the viewers see the Under Armour commercial, see real athletes on field wearing Under Armour, then see it on a TV show or movies."

Sports Authority sales associate Jose Ayala begins displaying the Under Armour Performance Trainer shoes at one of the retailer's Manhattan stores in preparation for Saturday's 8:00 a.m. launch of the much-hyped athletic footwear.
Sports Authority sales associate Jose Ayala begins displaying the Under Armour Performance Trainer shoes at one of the retailer's Manhattan stores in preparation for Saturday's 8:00 a.m. launch of the...   (AP Photo)
Under Armour provided this screenshot from an ad scheduled to run during Super Bowl XLII on Sunday, Feb. 3, 2008.
Under Armour provided this screenshot from an ad scheduled to run during Super Bowl XLII on Sunday, Feb. 3, 2008.   (AP Photo/Under Armour)
An Under Armour manufacturing facility in Baltimore.
An Under Armour manufacturing facility in Baltimore.   (AP Photo/ Steve Ruark)
« Prev« Prev | Next »Next » Slideshow
To report an error on this story, notify our editors.
A snapshot of the day's best news stories.
 
COMMENTS
Be the first to comment on this story.

More Newser Stories

Special Skier's Underwear Banned at World Cup

Semenya Not Picked for South Africa Team

South Africa: Ax Lying Semenya Official

Women, Time to Compete Against the Men

Saudi Crackdown Sends Female Gym Rats to Sidelines


NEWS FROM OUR PARTNERS
Other Sites We Like:   24/7 Wall St.   |   Betty Confidential   |   BuzzFeed   |   Cracked   |   Fark   |   Timelines   |   The Frisky   |   Geek Sugar   |   NewsOne