Media Bank: Under Armour Goes Viral...HSN's New App

The running brand is hoping to build basketball buzz with its new video.

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B-Ball Buzz
Under Armour is hoping for a slam dunk with a new viral video starring NBA point guard Brandon Jennings. The one-minute documentary-style spot, called “Back :02 Practice,” was shot on location in the Milwaukee Bucks’ old neighborhood in South Central Los Angeles and shows the young athlete hard at work on the court and outfitted, naturally, in a pair of customized Under Armour sneakers. A second video, with freestyle skier Jen Hudak, highlights the brand’s running footwear. Both spots were directed by Douglas Sloan of New York-based IContent and are airing on, YouTube, and other sites.

Though the Baltimore-based company’s basketball shoes have not yet rolled out to retail stores, the firm has been wear testing them with college teams since last spring, and Jennings has been in them for almost a year, according to a company spokesperson. In addition, last week, Under Armour announced it would sponsor 23 boys’ and girls’ high school basketball teams for the 2009-10 season as part of its Undeniable program.

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