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September 02, 2010


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Eric Pinckert

The Under Armour "Protect this house I will" campaign is as grammatically incoherent as it is inexplicable. But by focusing on creating a clothing line that functions well rather than simply looks good (Under Armour's previous "shrink it and pink it" approach), and demonstrating and dramatizing the line's performance through stellar female brand ambassadors, the Under Armour brand could well gain traction regardless of the ham-handed attempt to ape the "We must protect this house" campaign.

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