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Article: Baltimore-based Under Armour tries nostalgic approach with new ad campaign
- Article from:
- The Daily Record (Baltimore)
- Article date:
- September 4, 2009
- Author:
CopyrightCopyright 2009 The Daily Record (Baltimore). Provided by ProQuest LLC. (Hide copyright information)
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With the launch of college football season this weekend comes a
new national television commercial for Under Armour Inc. that relies
on feel-good inspiration and nostalgia more than the sports apparel
company's past ads.
The ad, "Under Armour is football," portrays the brand's role in
the many stages of football from Pop Warner leagues -- look for the
childhood footage of company founder Kevin Plank in uniform -- to
the college level complete with adoring cheerleaders and 100,000
cheering fans.
"It's a comprehensive look at our brand's role in the sport of
football," said Steve Battista, senior vice president, brand. "We
started out with the one T-shirt, and now we're head-to-toe [with] ...