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Super Bowl Trade: Under Armour

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Under Armour shares were pounded last month after the firm spent about $5.4 million on a Super Bowl ad. Will their bet pay?

Under Armour CEO Kevin Plank joins the panel for this conversation. Following is a synopsis of his main points.

Why did you take the ad?

“We saw the opportunity to do something great,” says Plank. “I think when the consumer sees the commercial they’ll see more than a footwear ad. They’ll see a brand campaign. And it’s not just a one-day event, it’s the beginning of a year-long campaign.”

The ad is for your new cross trainer which comes out in May. Are you becoming a shoe company?

“I think the opportunity is to be a great athletic brand,” replies Plank. “And our success in footwear will be the consumers reaction (to the new corss trainer) and how we’re positioned to head into additional footwear categories.”

Does the stock market understand your business?

“UA is a growth company,” Plank says. “I think we’re positioned well for the consumer and the platform we’re using around the Super Bowl is great for the brand.”

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Trader disclosure: On Feb.1, 2008, the following stocks and commodities mentioned or intended to be mentioned on CNBC’s Fast Money were owned by the Fast Money traders; Macke Owns (INTC), (YHOO); Najarian Owns (BIIB), (C), (CSCO), (MCD), (MS), (MSFT), (XLF), (YHOO); Najarian Owns (AAPL) Calls, (GOOG) Calls; Finerman Owns (GS), (M); Finerman's Firm Owns (NMX), (PZN), (RTP), (SUN), (VLO), (YHOO), (TSO), (WMT), (JCP), (SKS); Finerman's Firm And Finerman Own (CROX), (FLS), (HD); Finerman's Firm Is Short (LEH) And Owns (LEH) Puts; Finerman's Firm Is Short (CME); Seymour Owns (AAPL), (CSCO), (INTC), (MSFT), (S), (MER), (MBI), (GAF); Seygem Asset Management Owns (CX), (ABV), (FMX)