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Under Armour: skating on tweets?

Using Twitter to defend your brand without looking defensive

Check out this intriguing piece in Ad Age about Under Armour’s approach to defending its speedskating suits, which were blamed for the US skating team’s substandard performance at the 2014 Winter Olympics. Their secret weapon: asking high-profile UA-sponsored athletes in other sports to tweet their support – without any reference to the skating-suit kerfuffle.