For Under Armour, this has been the year of golfer Jordan Spieth and basketball star Stephen Curry, who have both performed memorably.
The Baltimore-based sports apparel company got another burst of positive media exposure Thursday, this time from an athlete it had signed who is considerably less heralded.
Dustin Brown was wearing the interlocking "UA" logo on his sleeveless white top as he upset 10th-seeded Rafael Nadal at Wimbledon in four sets.
The win was surprising and not. Nadal has endured a string of early Wimbledon exits, and had lost to Brown in a previous tournament. Still, Brown, a Jamaican-German, needed to win a qualifer just to venture into the main draw.
Under Armour has been seeking to make inroads in the sport, reflecting its push to expand globally.
Andy Murray, the brand's best-known tennis player, was signed last year. Sloane Stephens and Robby Ginepri already had Under Armour deals.
Tennis and golf can be winning sports for apparel companies because – unlike such team sports as basketball and football – the athletes can choose their own garb during competition.
"Under Armour has done a good job with the coolness factor," Bob Dorfman, executive creative director of Baker Street Advertising in San Francisco, said after the company signed Murray.
Brown has dreadlocks and his Twitter handle is @DreddyTennis. He seems to fit the bill for "cool."