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Volume 26 No. 85
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Under Armour In Good Spot With Starting QBs In Super Bowl

Under Armour is planning to build an ice sculpture of Brady ahead of Sunday's game
Photo: getty images
Under Armour is planning to build an ice sculpture of Brady ahead of Sunday's game
Photo: getty images
Under Armour is planning to build an ice sculpture of Brady ahead of Sunday's game
Photo: getty images

Both of the starting QBs in Super Bowl LII, the Patriots' Tom Brady and Eagles' Nick Foles, are Under Armour athletes, which is a first for the company, but "whether the exposure will actually generate buzz for Under Armour is a different question," according to Daniel Roberts of YAHOO FINANCE. UA "won’t have any in-game ad this Super Bowl, and hasn’t created any new television ads to promote either quarterback, but will rely mostly on social media promotion of both stars this week." Brady has been with UA since '10 and Foles has "worn the brand for years, but officially signed this past summer." Outside of its Brand House in Boston this week, UA also will "build an ice sculpture of Brady." Eagles fans are "likely unaware Foles has a relationship" with UA. But "touting its sponsorship" of both Super Bowl QBs is a "positive way to start the new year." Foles "speaks to the brand’s underdog image" and the company has "shared images of Foles on social with language fitting that tone" (FINANCE.YAHOO.com, 1/30).

BRADY'S WORLD: In Providence, Kevin McNamara notes Brady is "seemingly everywhere" recently, "pitching Under Armour gear, Beats By Dre head phones, Unreal Candy, even an MRI clinic." But Brady is also "selling a lifestyle, TB12," and last week launched his Facebook Watch series “Tom vs. Time.” The "timing to post a documentary about yourself during the run-up to your eighth Super Bowl is more than good." It is "easy to get sick and tired of a famous athlete or celebrity like Brady," but this is also an "unavoidable hazard of fame in today’s media age" (PROVIDENCE JOURNAL, 1/31). In Pennsylvania, David Jones writes of Brady's mini-series, "I'm not sure what the point is, other than some Under Armour product placement and positioning of Brady as a health and fitness guru when he finally hangs it up." Jones: "I still don't know any aspect of the 40-year-old Brady outside of football that is remotely interesting and I'm not certain there is anything" (PENNLIVE.com, 1/30).