Around the Net

What Makes Under Armour Different

Under Armour, the anti-Nike, is starting to eat into Nike’s market and is now the second most-popular athletic apparel brand in America. Senior VP of global brand marketing Adrienne Lofton says the brand’s identity is the “scrappy outsider.” “What separates us from the clutter is this blue collar work ethic,” she said. “We work with athletes who most people wouldn’t or didn’t draft in the first round, or who they wouldn’t traditionally give a prima ballerina title to. We pick that athlete with a chip on their shoulder.”

Read the whole story at Fast Company »

Next story loading loading..