Under Armour takes branded-content battle to the U.K.

02/28/2012 | MarketingMagazine.co.uk (U.K.)

U.S.-based sports apparel maker Under Armour is preparing to charge into Europe with a marketing campaign bolstered by a new program. The MTV channel branded-content series "New Battles, New Armour" will feature athletes known in the U.K., such as Welsh rugby player Jamie Roberts and soccer star Bobby Zamora, who have been dubbed Under Armour brand ambassadors.

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