Cover Story: Growing Up With Under Armour

Connects With Youths, Online and Off
By providing these targeted youth athletes with experience, knowledge and opportunities, Under Armour connects with them online and offline. And this stays with the athletes no matter where they go, be it Facebook, ESPN, YouTube, Twitter, sports blogs or other outlets, Kuhns says. It creates a sense of community for consumers, providing utility in their daily lives, while Under Armour tightens its relationship with them.