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Marketing and Sponsorship

Under Armour Gets Bonus Exposure At British Open Thanks To Amateur Paul Dunne

Under Armour’s golf brand "got another big boost" at the British Open, as amateur Paul Dunne "wore a gray Under Armour cap and blue Under Armour pullover" as he claimed a share of the lead during the third round yesterday, according to Jeff Barker of the Baltimore SUN. Dunne, who at presstime was tied for 10th, today wore a similar hat with a green UA golf shirt. Jordan Spieth, UA's main golf endorser, was tied for third. UA "has about a dozen golfers tied to its brand" and has "more than doubled its golf-related earnings" since signing Spieth (Baltimore SUN, 7/20). In N.Y., Vanessa Friedman notes the exposure from both Dunne and Spieth is "pretty much the equivalent of a Grand Slam" for UA. Dunne has indicated he will not turn pro until after the Walker Cup in September, but observers "can bet Under Armour is lining up to sponsor him when he's ready" (NYTIMES.com, 7/20). 

COUNTING STARS: In DC, Drew Harwell wrote UA's endorsers are a "small army of athletic mega-stars who have helped the underdog become one of America’s most formidable sportswear empires." UA's expectations "are higher than ever." UA Exec VP/Global Marketing Adam Peake: "There’s no sense of slowdown from our perspective." Harwell notes UA's "biggest gains came from its athletes, who grabbed trophies, headlines and airtime, all while flexing Under Armour’s brand." That includes Warriors G Stephen Curry winning the NBA Championship, Patriots QB Tom Brady winning another Super Bowl; Spieth winning the Masters and U.S. Open; and Misty Copeland becoming "the first African American ballerina to reach the highest rank of the prestigious American Ballet Theatre." UA Senior VP/Global Brand Marketing Adrienne Lofton: "Bringing on Misty Copeland is the best decision we've ever made" (WASHINGTON POST, 7/20). CNBC’s Carl Quintanilla noted UA shares were two dollars “from an all-time high,” and there is an argument with UA “that nobody is picking athletes better than Kevin Plank” to be UA endorsers. CNBC’s Jim Cramer said Nike is the "great senior growth stick of our time, other than Disney perhaps,” and UA is the “great junior growth stock of our time." Cramer: "There’s room for everybody” (“Squawk on the Street,” CNBC, 7/20).

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