On December 5, 2011, Tough Mudder signed Under Armour and brought in $25 million. Under Armour will also make branded gear for purchase and even says its training specialists will help people train for the events. Matt Mirchin, Under Armour's head of Global Sports Marketing, said he learned of Tough Mudder when Under Armour employees started talking about it in the office.
"This is not only a community, it's a movement," Mirchin said. "We're a growing brand, they're a growing brand, it's just the right thing to do for us."
"In many ways, it looks like were already sponsored by them," Dean said. "An Under Armour shirt is something that you'll see on 70-80 percent of participants. It dries quickly, it's good when it's wet."
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