This year's participants wore garish Under-Armour outfits that appeared to have been designed by a kindergarten finger-painting class.
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Baltimore-based Under Armour used its hometown hero in a print campaign in Shanghai last year.
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In addition to Ron Baron, two other Forbes 400 members addressed the crowd: David Rubenstein of private equity giant The Carlyle Group and Kevin Plank, founder and CEO of Baltimore-based Under Armour.
Spartan Races plans 48 events and projects 300, 000 total participants this year. (A contestant ran one on NBC's "The Biggest Loser" last year.) As participation numbers balloon, the events are attracting consumer-product sponsors including Under Armour, Merrell shoes, Subaru and Dial for Men.
And starting in the fall, Under Armour will begin a five-year deal as the uniform sponsor of the English Premier League club Tottenham Hotspur.
To be fair, AYF and Under Armour have enjoyed a long-standing and proud partnership of their own, with both undoubtedly having contributed to the success of the other.
Hibbett operates mainly out of strip centers in stores next to Wal-Marts ( WMT), in smallish suburbs where it often has the monopoly on name-brand sports gear like Under Armour ( UA) and North Face.
The details of the partnership, which also include a five million contribution from the apparel giant, Under Armour, were the follow-up after an initial announcement of the partnership over the Super Bowl weekend last month in New Orleans.
Then, Under Armour could have had its on-campus ceremony with LaRue, and spread its name shamelessly to the Santa Monica student populace.
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And by bringing Cam Newton on board, it could be considered that Under Armour is placing its hands and feet up-and-down the levels of sports participation.
Under Armour and Tough Mudder are launching a co-branded training program next year, which should not only help participants but also expand interest in the events and enhance both brands.
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The best-dressed member of this team is none other than Under Armour.
Swede Henrik Stenson tied with Couples and Australia's Nick O'Hern for third place following a closing 70 with Australian Geoff Ogilvy in a five-way tie for sixth place at eight under alongside Americans Tommy Armour III, Jason Bohn, Mahan and John Mallinger.
Robed in layers of Under Armour and wool, plus masks, liners, and hand-warmers, I welcome snow blowing horizontally and the single-digit wind-chill factor.
It is a pittance compared to the millions of dollars of exposure Under Armour got last night in what is sure to be one of the highest-rated programs of the TV season to date.
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Under Armour has reached a comprehensive deal with former Auburn University quarterback and Heisman Trophy Award-winner Cam Newton.
Under Armour makes a donation to begin a sewing business that works in conjunction with the micro-finance initiative run by the church in Nicaragua in partnership with the ORPHANetwork supported by GraceCity, whose collective mission is to serve a community living in the biggest dump in the poorest country in the Americas.
At the headquarters of Under Armour, a collection of harborside buildings in downtown Baltimore, Kevin Plank hobbles his way to a product-review meeting.
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