Monday, February 24

Under Armour at the Olympics

Under Armour has certainly had its fair share of brand beatings this year.

First all the drama with Duck Dynasty, and their decision to continue with the partnership despite the controversy.  That has long died away perhaps because the show didn't get the viewership it had once enjoyed.  We've all moved on.

But that doesn't even compare to the drama at the Sochi Olympics.  The USA Women's Speedskating team had a tough go at it, and many blamed the new uniforms from Under Amour in partnership with Lockheed-Martin.  Nothing says athletic speed like the combination of Under Armour and Lockheed-Martin.  Or so the branding would imply.

But it didn't go that way.  Whether it was just tough competition, the fact that the team hadn't competed in the uniforms before, or simply stress and head games ... we will never know.  But the brand is sticking by its name and just renegotiated terms to continue supplying uniforms for the team through 2022.

The CEO, and the team ultimately, handled the whole situation like champs.

Good for them.  This is the Olympics spirit:  don't lay blame, just pick yourself up and dust yourself off and start all over again.  And behave like a team.

See you next time!  What's your experience?  JIM.

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