Free Endorsements

Under Armor doesn't pay athletes millions of dollars to wear the brand; the athletes choose to wear it, because it works. This brings significant brand recognition to Under Armor, which could increase sales. … "Free Endorsements" has a significant impact, so an analyst should put more weight into it. "Free Endorsements" will have a long-term positive impact on the this entity, which adds to its value. This statements will have a short-term positive impact on this entity, which adds to its value. This qualitative factor will lead to a decrease in costs. "Free Endorsements" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.