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When should brands go down market?

18 Comments
Under Armour, which for most of its 20-year history has attributed much of its authenticity to being sold exclusively in the sporting goods channel, last week revealed it would begin…

Russell Athletic champions high school underdogs

6 Comments
Russell Athletic’s new high school football-related advertising campaign is far afield from traditional sports marketing. Does Russell Athletics’ focus on runner-ups and their struggles to succeed make sense as a…

Asda promotes food waste savings

2 Comments
As part of a campaign in partnership with the University of Leeds, Asda said customers saved £57 a year by committing ​​​​​​​​to cutting food waste in their homes. What do…