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Under Armour decides cotton ‘is not the enemy’

There was a time when Under Armour was one of the companies cotton producers loved to hate because of its “Cotton is the Enemy” marketing campaign. That changed when Under Armor decided to work with cotton instead of against it, resulting in the sale of more than a million units of new cotton-based sports apparel. Mark Messura talked about how that came about in an interview at the Beltwide Cotton Conferences.

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