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Under Armour Sprints From TV, Following Gen Z
- Business Insider, Wednesday, February 24, 2016 8 AM
Under Armour's new brand campaign launches Tuesday. But the TV spend will be down, as the Baltimore sports gear company shifts to digital. Under Armour's SVP of brand marketing, Adrienne Lofton, said the split between digital ads and TV ads is around 50-50. It used to be 70/30. She said consumption habits of its target consumer, the 18-year-old aspiring athlete, is driving the change.
