Cover Story: Growing Up With Under Armour

Chasing Elusive Youths
As many marketers have found, teens can be elusive, shifting from one media channel to the next in a heartbeat. The one constant, however, is that teens are almost always online. With an integrated marketing strategy built on creating emotional connections with young athletes, Under Armour positions itself as the brand they can trust. This trust fosters customer loyalty and lifetime relationships with the brand that are easily passed to the next generation of teen athletes.