When Oregon hosted Virginia in a college football game Sept. 10, it was in the most Nike of settings.
Both teams wore Nike-designed unifiorms prominently displaying the signature swoosh. Nike's headquarters was less than two hours away.
But Under Armour, which relishes tweaking its much larger rival, used a back door to give the national television audience more than a few peeks of its logo in another example of how the Baltimore-based company finds creative ways to get exposure for its brand.
During each of the game's 22 penalties, a referee in black-and-white stripes directly faced the camera to announce the infraction and on the front of his uniform, next to an...