There has been an interesting partnership to come out of talks between the University of Maryland and the Under Armour clothing company who have worked together to create a rather unique set of uniforms for the university’ s football program. With the team’s defeat of a rival football squad in the opening game of the college football season, the uniforms took center stage in a highly watched game. The popularity of the game and its team has meant that not only has the football team jumped into the national spotlight but that also the clothing company has gotten to experience a hefty chunk of free advertising out of the partnership.

The uniforms themselves seem to have created as much of a furor as the team’s actions itself and many negative comments have been issued by people in the blogosphere and on television all of whom command fairly significant readership or audiences. It’s likely that despite the negative comments about the clothing design that Under Armour has received an invaluable chunk of advertising out of the affair which some people might suggest was part of an interesting plan by the company to gain market share from sports clothing rivals like Nike.

The spending on marketing by Under Armour has not even been in the same realm as that of Nike and their level of advertising has been through a much smaller array of traditional marketing and SEO firm practices whereas Nike dropped an astounding six billion dollars last year on marketing and advertising alone.