GOING THE
Under Armour’s performancedriven Brand House embraces
a wider demographic in
Baltimore.
By Robin Donovan, Managing Editor
14 AUGUST 2013 | vmsd.com
A fraction of a second. That’s a typical difference
between medals at the Olympics, a home run and an
out at third, or a finish line crossing that snaps the
winner’s tape – or doesn’t.
It might be guts that edges out the competition,
but Baltimore-based Under Armour’s philosophy is
that it might also be gear. Performance-obsessed,
the sportswear retailer toned down its men-only vibe
in its hometown last February, launching a Brand
House that’s fixated on the finish line, but also welcoming to athletes of a less bone-crunching variety
than the retailer’s core demographic.
A MY BA RKOW, N E W YORK
DISTANCE
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - August 2013