Under Armour yesterday hosted its first "Worldwide Media Summit" at its Baltimore HQ in part to "help propel the brand's small but growing share of sales from international consumers," according to Lorraine Mirabella of the Baltimore SUN. Dozens of journalists from around the globe "tagged along" as swimmer Michael Phelps worked out in UA's gym. In addition, they "heard about the brand's Baltimore-based production of the first-ever 3D printed shoe, and they were given a glimpse" of uniforms that UA athletes plan to wear at the Rio Games. UA "just unveiled its first suite of wearable technology products and has gotten a boost in name recognition and sales through the success of sponsored athletes" such as Warriors G Stephen Curry and golfer Jordan Spieth. The company "expects a spike in exposure from the Olympics, where Phelps, competing in his fifth games, will be among 250 athletes" wearing UA logos for training or competition. Additionally, UA "showed off men's and women's uniforms for USA Gymnastics." For USA Boxing and Canada Rugby, the company "is using its 'CoolSwitch' and ArmourVent technologies, designed to draw away heat and increase airflow." UA yesterday also released a video "featuring Phelps behind-the-scenes training for the Olympics, part of the second chapter of the 'Rule Yourself' marketing campaign" (BALTIMORESUN.com, 3/8).
