Under Armour Masters Product Placement

From sports to film and TV, firm goes beyond advertising
By Nick McMaster,  Newser Staff
Posted Jul 25, 2008 5:50 PM CDT
Under Armour Masters Product Placement
Sports Authority sales associate Jose Ayala begins displaying the Under Armour Performance Trainer shoes at one of the retailer's Manhattan stores in preparation for Saturday's 8:00 a.m. launch of the much-hyped athletic footwear.   (AP Photo)

There was a time when Baltimore sportswear maker Under Armour had to pay for advertising. No more, the Sun reports: its distinctive opposing-U shape has become ubiquitous in film and TV, prominently displayed in productions from Any Given Sunday to The Wire. During the first 3 months of 2008, Under Armour made no fewer than 3,000 appearances on cable TV.

The wide net the firm casts is part of its total-immersion branding strategy, explains the VP for brand: "Campaigns come and go, but it has a greater impact if the viewers see the Under Armour commercial, see real athletes on field wearing Under Armour, then see it on a TV show or movies." (More Under Armour stories.)

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