Question: Watch this case video and answer these questions. https://www.viddler.com/embed/b4037206/?f=1&autoplay=0&player=arpeggio&disablebranding=0 1.How did Under Amour select its athlete partners? Do you think UA's Brand First strategy is

Watch this case video and answer these questions.

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

1.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?

2.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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