Why Nike and Under Armour Are Spending Wildly to Watch Your Every Step
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Just days after Under Armour's sponsored star golfer Jordan Spieth won the Masters, the sportswear giant was hefting its weight into a very different sports arena: the Boston Marathon. As the company-endorsed elite runner Nicholas Arciniaga on Monday battled the 26-mile course, his pace updated directly to his Twitter and his profile on Under Armour Record, the company's new fitness-tracking app.
It was a subtler partnership than the 16 Under Armour logos covering Spieth during his televised Masters win. But it could prove far more important to the rising athletic titan's long-term strategy.
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