Is Under Armour Copying Nike's Playbook?
Category: BUSINESS
While any sports shoe and apparel manufacturer can sign star athletes, Under Armour and Nike's other rivals have yet to master its use of the news media for promotional leverage. Nike pioneered this strategy during the 1984 Olympics.
By Ira Kalb, ContributorAssistant Professor of Clinical Marketing, Marshall School of ..., 2016-01-31