Under Armour houses a panoramic film experience inside a retail outlet to connect with savvy Chinese shoppers.
'Smart' clothing is changing the idea of competition at the top level of sport.
Images released three days before the end of the non-Olympic marketing ban may have thrown Phelps in hot water.
The finance giant's latest 'Go World' spot encourages fans to join in creating global virtual cheers for Olympic athletes.
Under Armour introduces performance enhancing gear for sleepers that helps with muscle recovery.
A look at crowd favorites- like Shawn Johnson- who won't be competing in this year's games.