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SBD/July 26, 2011/Finance
Under Armour Revenue, Income Up In Q2, Lifting FY '11 Expectations
Published July 26, 2011
YOUTH MOVEMENT: In Baltimore, Andrea Walker writes under the header, "Under Armour's Rookie Strategy For Endorsement Deals. Sports Apparel Company Goes After Up-And-Coming Athletes." Under Armour, which has "built itself from a basement startup to a billion-dollar enterprise, wasn't always able to afford the big endorsement deals of its more established competitors." The athletes the company turned to were "well-respected in their sports -- some of them rookies with the potential to become stars -- but not necessarily known to a broader audience." Under Armour Senior VP/Sports Marketing Matt Mirchin said, "We have positioned ourselves as a brand for the next generation of athletes." The company recently has signed a "variety of athletes," including Newton, Cowboys WR Miles Austin and Ravens WR Anquan Boldin. Under Armour also is "using a small group of up-and-coming players to help build its basketball line." The company also counts Bucks G Brandon Jennings, T'Wolves draftee Derrick Williams and Bobcats draftee Kemba Walker as endorsers (Baltimore SUN, 7/26).