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Under Armour goes for Olympic gold

Under Armour goes for Olympic gold

When the winter Olympics gets underway next month in Sochi, Russia, Under Armour's logo will be seen by millions of viewers around the globe as the Baltimore-based brand sponsors two U.S. teams and another from Canada. The Olympic sponsorships — the greatest exposure yet for Under Armour at any winter games — could pay off not only in brand awareness, but in stronger sales and profits, company officials say. They hope wins by sponsored athletes or even just the exposure will reinforce the company's mantra of "making all athletes better" in consumers' minds. "It's great and critical exposure for the brand," said Matt Mirchin, its...