By Kaltrina Bylykbashi

Carroll told Marketing Week that the brand has been using a combination of social initiatives to build conversations between athletes, and the company focus is on reaching consumers organically.

The brand’s latest social engagement campaign is an example of where the brand has created organic conversations. The campaign engages the UK’s fitness enthusiasts by encouraging them to share their workouts using the hashtag #EarnYourArmour.

Under Armour will hijack these conversations, while athletes compete in physical exercises, by sending real-time messages from Welsh Rugby Union Fullback, Leigh Halfpenny to challenge the athletes with different physical tasks.

“We focus on our own values. We want Read full story ›

Source: Marketing Week