The success of Under Armour is attributed to its innovative use of fabric technologies, eco-friendly operations and high brand recognition, from both professional athletes and local communities. Some of Under Armour’s most talked-about celebrity endorsements come from the NFL’s Tom Brady and Olympians Michael Phelps and Lindsey Vonn. The company’s logo has become a permanent fixture of many professional sporting events, from football and boxing matches to snowboarding and gymnastics competitions. Additionally, Under Armour provides equipment for many collegiate sporting events, most notably for the University of Maryland, the alma mater of founder Kevin Plank. The sportswear company invested about 478 million U.S. dollars in marketing activities in 2016.
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