We wrote before the Olympics about how nonsponsors like Under Armour have more leeway this year than in previous Olympics to market their athletes – and thus to market themselves. Unlike top sponsors such as McDonald's or Visa, Under Armour still isn't permitted to use "Olympics," the rings logo or a variety of other references such as the words "gold" and "Rio" in ads or social media.
But it is permitted under relaxed Olympic rules to showcase its athlete ambassadors.
So how do you promote your 225 Olympic athletes without saying "Olympics?"
It's like a game. Or a TV quiz show in which you try to prod your teammate to utter a word using only synonyms.
Under Armour has been using lots of generic slogans -- and plenty of flags – so far to emphasize its presence in Rio while still adhering to the rules.
Consider:
*Top Under Armour ambassador Michael Phelps won the 19th Olympic gold medal of his career Sunday. The company couldn't congratulate him directly on his medal in social media. But it tweeted a photo of Phelps in the water with the brand's "Rule Yourself" promotional slogan and the caption: "Stay One Stroke Ahead."
Next to the caption was an American flag.
*Flags also appear prominently in Under Armour tweets featuring many of its other athletes at the Rio Games. There are photos and country flags of such athletes as soccer goalkeeper Alfrado Tala (Mexico), French boxer Souleymane Cissokho and Canadian rugby player Ashley Steacy.
*On its website, Under Armour is promoting its "Stars and Stripes" collection with the tagline, "We are one nation." The timing of this patriotic promotion is, of course, not coincidental.
Again, no mention of the word "Olympics."
The site also offers videos of Phelps and the American women gymnastic's team.
Nike's website looks different. A sponsor of the U.S. Olympic effort, it is permitted to sell gear marked with "Team USA."
Teams outfitted by Under Armour include USA Gymnastics, USA Boxing, Canada rugby, Switzerland beach volleyball, Netherlands beach volleyball, New Zealand kayak and canoe, and Hungary kayak and canoe.
Under Armour is hoping fans will notice the interlocking "UA" logo on the uniforms.