Under Armour: A Kurt Warner-like Comeback?


Last year, Under Armour used the Super Bowl to launch it’s new flagship product. This year, they have decided to remove themselves from the advertising scene at the big game.

Sports Business reporter Darren Rovell talks to Kevin Plank, CEO of Under Armour about the company’s Super Bowl decision and its strategy as they look to make a Kurt Warner-like comeback in the coming year.

Plank says he’s putting it into perspective, putting the company’s strategy into a long term campaign over the next year. In the context of the bad economy, Plank tries not to focus on market forces that the company cannot control.

Guy Adami looks into the future for Under Armour, asking whether Plank is the right guy for the top spot at the company. The CEO points to the success of the company in the past year and points out the strengths of the company in both management and execution.

Watch the video to check out the whole interview and get some inside insight into the Super Bowl!

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