Speed Drills: Under Armour Signs Bears' Devin Hester To Deal
By Terry Lefton, Editor-at-Large
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Hester To Appear In Upcoming
Under Armour TV Spot |
Under Armour (UA) has added the NFL's most lethal kick return specialist to its endorsement roster in the Bears' Devin Hester. Hester, who set an NFL record with six kicks returned for touchdowns last season, will appear in a new UA TV spot that will be shown to the live audience at tonight's ESPYs presentation in L.A. and have its TV debut when the ESPYs are broadcast on Sunday. Also in the spot are veteran UA NFL endorsers Seahawks DE Patrick Kerney and 49ers LB Patrick Willis. While much of UA's recent burst of marketing around its first non-cleated athletic shoes have been in cooperation with Dick's Sporting Goods, this ad is UA's first co-op effort with a rival large sporting goods chain: The Sports Authority. TSA will get exclusive colors on some UA footwear as part of thee campaign. Also appearing in the ad is trainer Todd Durkin, whose most famous client is Chargers RB LaDainian Tomlinson. As usual, the spot is produced in-house by UA. "At this point, I can say our footwear sales have been good and at what we expected," said UA Senior VP/Brand Steve Battista. As for the signing of Hester, a player who dominates NFL highlights packages during the season, Battista said, "He says everything we want to about speed and performance."
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