Question: Watch this case video and answer these questions. https://www.viddler.com/embed/b4037206/?f=1&autoplay=0&player=arpeggio&disablebranding=0 1) Based on the video case, and your own research and observation of Under Armour, what

Watch this case video and answer these questions.

https://www.viddler.com/embed/b4037206/?f=1&autoplay=0&player=arpeggio&disablebranding=0

1) Based on the video case, and your own research and observation of Under Armour, what is Under Armour's brand identify (or brand DNA)? Why?

2) Do you think UA's brand messages with different target markets (such as football, basketball, baseball, lacrosse, female market, etc) are consistent over years?

3) How did Under Amour select its athlete partners? Do you think UA's "Brand First" strategy is working well? Why Under Armour never tie the brand to one athlete?

4) Compared with the broadcast TV commercial dominated past, what are the opportunities and challenges Under Armour faces in the digital and mobile media landscape? What are your suggestions to well-established brands like Under Amour in reaching the younger market in the digital age?

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