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Marketing and Sponsorship

Under Armour Pumping Up Marketing Efforts Surrounding Curry, Spieth, Copeland

Under Armour is "planning to pump up marketing" around top endorsers Warriors G Stephen Curry, golfer Jordan Spieth and ballerina Misty Copeland in the hopes of "boosting the company's profile in the long term," according to Sarah Meehan of the BALTIMORE BUSINESS JOURNAL. The three athletes have generated what UA Founder, Chair & CEO Kevin Plank called "intense brand heat" across a wide range of categories for UA. Copeland’s promotion to principal dancer for the American Ballet Theatre, the first black dancer to achieve that status, "came less than a year after she helped Under Armour kick off a massive women’s apparel campaign known as 'I Will What I Want.'" Spieth this year has won both the Masters and U.S. Open, while Curry won the NBA Finals and regular-season MVP award. Plank said that he "expects the momentum those athletes are building to not only drive business in the U.S., but globally too." Curry, for example, will "set out on a tour" of China and other parts of Asia next month (BIZJOURNALS.com, 7/23). Meanwhile, UA in its Q2 earnings report on Thursday announced sales grew 29% to $784M, from $610M in Q2 of FY '14. International revenue jumped 93% from last year, while footwear sales rose 40%, "driven by the top-selling basketball shoe named for" Curry. UA execs said that they "expected revenue to grow about" 25% for the year, reaching $3.84B, "higher than previous estimates" (BALTIMORESUN.com, 7/23).

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