“”We want to own a look and we want to own a feel,” said Dave Dombrow, UA’s creative director of footwear. “We want you to be able to pull the logo off this shoe and tell it’s still made by us. It’s like if you take the logos off a BMW, no matter what the age or the era it’s from, you’ll know it’s a BMW. You can tell this is our shoe.”
Extending your brand beyond your traditional categories requires thought, patience, and committment.
