;#Faculty News;# | Baltimore Sun | 25 Jul 2011
Under Armour's rookie strategy for endorsement deals
Re: Anita Elberse
"It's hard to imagine building a blockbuster sports brand and not having any major athletes connected to it," said Anita Elberse, the Harvard professor who conducted the study. "It suggests that if you're good enough for the athlete, you must be good enough for the masses."

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