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Topic: Under Armour

Under Armour's New HealthBox Fitness Tool Combines a Scale, App and Wearables

Brand reportedly invested $1 billion to build the tech

Under Armour wants to prove that it can play alongside the big sports and tech brands, and the apparel brand is making its first foray into fitness tech and wearables…

5 Ways Marketers Are Already Putting Sensors to Work

Next-gen ideas are sure to be the talk of CES

For tech-savvy marketers and brands, sensors are bound to be big business—once everyone has figured out what to do with them. According to branding and marketing experts, we're still in the…

How 'The Martian' Director Ridley Scott Is Shaking Up Movie Marketing

Plus, how he feels about his historic '1984’ Apple spot

More than three decades ago, Ridley Scott's 60-second ad for Apple, "1984," shook up advertising forever and helped establish the Super Bowl as a destination for the most ambitious marketing…

Under Armour Announces Droga5 Is Officially Its First Agency of Record

Will work on almost all the brand's sports

Under Armour announced today that Droga5 will be its first-ever agency of record.  The relationship between the two began in September 2013 when Under Armour tapped Droga5 to handle work for…

Our Brand Genius Honorees Are Building Engagement With Marketing That Defies Avoidance

Charting a new course

These are strange and interesting days for brand marketers. Fragmentation among screens continues unabated and consumers have more sophisticated tools than ever for avoiding marketing messages they find horrendous, interruptive…

This Global Brand Marketer's Winning Intensity Has Helped Multiply Under Armour's Success

Adweek's 2015 Brand Genius winner for apparel

While Adrienne Lofton has worked as a marketer for global brands like Levi's and Target, it's experience from her college years that gives her an edge. In the mid-'90s, Lofton…

Brand Genius 2015: Meet the Year's Top Crop of Marketing Masterminds

Plus, brand visionary Arianna Huffington

According to a recent study, Americans are exposed to brands anywhere from 3,000 to 20,000 times every day—on the Web, on TV, in print and on packaging. How is a…

Facebook Expands Mobile Video Feature That Helps Content Creators Make Money

55% of ad revenue in curated video feeds goes to creators

In July, Facebook made a big move into YouTube's turf with plans to launch Suggested Video—a feed of curated video clips from brands like Funny or Die, the NBA and…

How 6 Powerful Women in Media and Marketing Redefined the Rules of Leadership

It starts with authenticity

Women are having a moment. Ignited by Sheryl Sandberg's manifesto, Lean In, the issue of gender equality became part of the national discourse. And it has remained there thanks in large part…

Why Brands Are Finally Choosing More Female Athletes for Big Endorsement Deals

Women are no longer sitting on the sidelines

In the male-centric sports world, where the likes of LeBron James score $65 million in endorsement deals, female athletes have largely been an afterthought. But thanks to a constellation of…

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