NBA Finals put Under Armour in the spotlight
The NBA Finals are more than just a showdown between the Golden State Warriors and the Cleveland Cavaliers. They are a chance for Under Armour and Golden State star Stephen Curry to challenge Nike’s decades of basketball dominance.
Under Armour is about one-tenth the size of Nike in sales, and it’s up against a company that sponsored Michael Jordan, Kobe Bryant and LeBron James — players with a combined total of 13 titles. But Under Armour took a chance on Curry, signing him away from Nike before last season. And when the guard brought the Warriors to their first finals in four decades, that bet paid off.
“This is a huge opportunity for us,” said Adam Peake, Under Armour’s executive vice president of global marketing.
To capitalize, the company may air television commercials during the games, he said. It also plans to release Curry videos and other content through social media. The NBA Finals start Thursday night.
Bloomberg News
This story was originally published June 3, 2015 at 2:35 PM with the headline "NBA Finals put Under Armour in the spotlight."