SBD/March 25, 2011/Marketing and Sponsorship

Under Armour Launches New "Charged Cotton" Campaign Starring Tom Brady

Under Armour launched a marketing campaign for its new "Charged Cotton" line on Thursday starring Patriots QB Tom Brady that includes "print ads, a YouTube vid and his own Pandora Internet radio station," according to gossip columnists Fee, Raposa & Johnson of the BOSTON HERALD. Under Armour's activation around Brady "included a minute-long Web video chronicling the making of the Charged Cotton print campaign that was shot" in Boston in October. Brady signed a multiyear endorsement deal with the Baltimore-based brand last year (BOSTON HERALD, 3/25). In Boston, Ian Rapoport noted YouTube's front page on Thursday included "Under Armour's banner featuring Tom Brady and skier Lindsey Vonn, celebrating Charged Cotton." Under Armour's ad launch also included a dedicated Facebook page (BOSTONHERALD.com, 3/24).

A WISE INVESTMENT: WEEI.com's Christopher Price reported Brady has "replaced Tiger Woods as an example for economic theory in the academic world." The economic textbook "Principles of Economics" for several years has included a chapter entitled "Should Tiger Woods Mow His Own Lawn?" But author Greg Mankiw "replaced Woods with Brady" for the latest edition. Mankiw: "I wanted students to focus on the economics of comparative advantage -- the main point of this section of the book. I was afraid that keeping Tiger Woods in the hypothetical example would have raised thoughts of an altogether different set of issues" (WEEI.com, 3/24).
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