Friday, April 18, 2014

How Under Armour scored Spieth

On the same day, in January 2013, that Nike announced its huge deal with Rory McIlroy, Under Armour announced it had signed Jordan Spieth. Spieth didn't get an eighth of the press or the fanfare of Nike and McIlroy, who was doing satellite interviews from Abu Dhabi that day, but Spieth and Under Armour might get the last laugh.

Under Armour is no longer David to Nike's Goliath. The company did $2.3 billion in sales in 2013. And yet, the brand's name and logo tattooed all over Spieth at Augusta National on Sunday comes as somewhat of a surprise.

Under Armour doesn't make golf equipment. It doesn't even make golf shoes. But here it was, completely owning the real estate on the body of the man everyone was watching. Three logos on his hat, three on his shirt ... 12 in all.

Sure, Spieth has other deals, but aside from a Titleist logo on his glove and golf bag and a NetJets logo on the bag as well, no company gets anything visible.

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