Case Analysis Under Armour
Placement & Timing "Any Given Sunday" and ESPN The Magazine "Playmakers" series and "We Must Protect this House" ad 2. What are the key components of Under Armour's integrated marketing communications program? Discuss the role IMC has played in helping build the Under Armour brand. -UA achieved success in specifically targeting niche markets with powerful product positioning and dynamic advertising. -UA's bread and butter relied heavily on product placement and virality of its advertisements. -PR focused stance, selling its products to high-performing athletes and sponsoring collegiate scholarships. -Specific star athletes were also targeted, such as Lindsey Vonn, Michael Phelps and Georges St- Pierre. In 2010, UA even announced a multiyear deal with Tom Brady.