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Article: UNDER ARMOUR BETTING BIG ON SUPER BOWL AD.(advertisement)(Brief article)
- Article from:
- Footwear News
- Article date:
- February 4, 2008
- Author:
CopyrightCOPYRIGHT 2008 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Francesca Di Meglio
NEW YORK - Will Under Armour's Super Bowl ad help the company take on the athletic footwear world?
The television spot, which debuted during last night's game, marked the beginning of the most significant product launch in the company's history. Under Armour's highly anticipated line of performance training shoes - the Proto Power, Proto Speed and Proto Evade - will debut in May.
The ad, which is directed by "Invincible" director Ericson Core, features more than two dozen male and female athletes from a wide range of sports, including Ray Lewis, Alfonso Soriano and Kimmie Meissner. "[This] is a brand statement. The ...