In an article on thestreet.com recently a user named Tomthumb made this comment:

Go ask any 13y old person (boy or girl) what their brand is. UA is what they buy. NKE is what their aging parents buy. Don't look at PE. If you did, you would have missed APPL at 100. This is THE brand for the Y-gen. Who buys NKE & LULU... 40y moms. 

I totally agree Tom, one of the strongest things to note about UA is the brand loyalty they enjoy with young people. This has its roots in UA creating athletic apparel for high school and college sports teams. All of those deals are their bankable future in terms of building their brand with the two generations below Gen-X.

The recent BCS National Championship game featured UA-supplied Auburn and Darren Rovell of CNBC estimated UA got $5.3M in ad exposure to Nike's $3.1M.  http://www.cnbc.com/id/41000858/National_Championship_Stakes_For_Nike_Under...

High confidence on this one as the tide in perception is changing quickly on Under Armour.  As of right this moment, it is still an under-the-radar stock.  Like Netflix was when I was plastering this site with my long picks of it from well under $100.  But that can't last forever.  Eventually everyone will know about UA and it will be more unpredictable.  For now though it grows in fits and starts, and of course consolidates at times, its trajectory is clear:

UP