How Under Armour Whiffed on the World Cup
In the carnival of sponsorship that is the World Cup, Under Armour has just two plays. Scratch that. The apparel company has two players: Cameroon's Benoit Assou-Ekotta (a defender) and Mexico's Alfredo Talavera (a back-up goalkeeper). Needless to say, Under Armour isn't in attack mode when it comes to the beautiful game. For a company that's made a lot of noise about expanding internationally and winning market share from giants Adidas and Nike, Under Armour is shockingly silent on the world's biggest soccer stage.