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Ridley Scott

Under Armour enters new marketing terrain with "The Martian"

Under Armour enters new marketing terrain with "The Martian"

It's 2035 and Mark Watney — an earnest, muscled Mars mission astronaut — is depicted in a video running on a treadmill, skipping rope and lifting weights while dressed conspicuously in Under Armour workout gear.

Watney may be fictional, but he sure loves Under Armour. A release last week from the Baltimore-based sports apparel and footwear company — the real company — tells you so. It heralded the "historic partnership" in which Under Armour will provide training wear for the Ares III space mission — as if it weren't part of a fictional movie set to be released Oct. 2.

The videos and faux news release are part of an unusually detailed...

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