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Cool Execs: Mike Parker, Brand Director of Basketball at Under Armour


Under Armour continues to establish itself as a leading sneaker and apparel brand. During NBA All-Star weekend, the company hosted their second annual Kicks and Grits.

The event allowed tastemakers to get a glimpse of the new apparel that Under Armour has to offer.

Mike Parker, Brand Director of Basketball at Under Armour, spoke with rolling out and provided insight on what can be expected from the Under Armour brand.

What are some of the major products that Under Armour highlighted during NBA All-Star weekend?

The Anatomix Spawn is our most innovative basketball sneaker today. NBA All-Star Stephen Curry wears that shoe and it has contributed to the success of the sneaker this year. We also have the Speedform Apollo. It’s a running shoe. It’s our most innovative running shoe to date. There are a lot of exciting things happing for the brand.

How does social media play a role in helping to distinguish your brand?

It’s obviously that social media is important. Out PR team reach out and act as ambassadors to get the word out. But with events like the Kicks and Grits, the people who are here will talk about the great time they had at Under Armour and the new things they have seen at this event.

How can individuals become a Brand Director for a top apparel and sneaker company?

The best way to become a Brand Director is to first go to school and get an education. It’s also about networking and staying in contact with the people who are in that industry. Sometimes, it’s not about what you know, it’s who you know. That’s how this industry works. It’s about navigating and getting with the right people.