Cover Story: Growing Up With Under Armour

Pull, Not Push
Rather than chasing teens around from Facebook to TV to mobile phones and so on, Under Armour created tools that allow consumers to reach out to the company instead. It's pull marketing at its best.

Under Armour's approach is exemplified by its presence on the social networking sites Facebook and Twitter. The company also hosts offline events in local markets across the country. Called Under Armour Combines, these events recruit the best athletes and coaches in particular regions to compete in various athletic events that test the speed, power and evasiveness of teen athletes — all while outfitted in Under Armour apparel, of course. Afterward, the athletes are provided with feedback on their performances — namely, how they fared against other competitors.