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
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)
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(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."