Sports Owners Investing In Tech Startups Players' Tribune Gets $40M In Series C Funding Fournette Signs With Under Armour Montana Invests In Group Messaging Platform J.C. Penney, Kohl's Going Big On Activewear Brady Plugs New Pajamas With "Funny Or Die" Under Armour Releases Pajama Ad Featuring Brady Nike Beats Analysts' Q2 Expectations Nike's Stock Posts Underwhelming Yearly Results Strivr Labs Announces $5M Round Of Funding
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).