Cover Story: Growing Up With Under Armour

Take Under Armour's 2008 launch of its footwear line for runners, for example: The company communicated the debut through several different channels — TV, catalog, retail point of purchase displays and messaging — but a microsite tied it all together. This microsite was found not only on Under Armour's website, but also on the websites of some of its key wholesale partners (Dick's Sporting Goods, Modell's, The Sports Authority), and helped tell the story and educate consumers about its new running shoes.