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Under Armour may have overpaid to get into college game, study says
Under Armour may have overpaid to get into college game, study says

The inroads Under Armour has made in the college athletics outfitting market have come at a price, a new study says. The study – to be presented at the annual Sport Marketing Association conference in Philadelphia next week - says Nike has been such a dominant player that Under Armour and Adidas have had to overpay to compete. “If you talk to Mr. (Kevin) Plank or anybody else at Under Armour, I don’t think they would dispute that,” said study co-author Jonathan A. Jensen, an Ohio State University instructor. “If you look at Nike’s market dominance, its not surprising that competitors would have to pay (a premium).” The Baltimore-based sports...

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