Don’t miss the ultimate foodie event, The Baltimore Sun's Secret Supper

Lauren Cheney

Under Armour's rookie strategy for endorsement deals

Under Armour's rookie strategy for endorsement deals

Marketing executives at sports apparel company Under Armour had a lot to cheer about this month as the American women's soccer team made a run at the World Cup.

The team ultimately lost to Japan, but the international visibility the players received was priceless for Baltimore-based Under Armour, which has endorsement deals with three of them: Heather Mitts, Lauren Cheney and Becky Sauerbrunn.

Under Armour, which has built itself from a basement startup to a billion-dollar enterprise, wasn't always able to afford the big endorsement deals of its more established competitors like Nike and Reebok.

The company instead turned to athletes like the soccer players to push its...