The ability to offer a few more options will help keep customers excited for new arrivals. It will also help if they continually release great quality products in those expanded lines, it will create greater brand loyalty in consumers knowing they can trust the products are made well and have few shortcomings. Additionally, this will help Under Armor stay relevant and memorable in marketing. From the beginning Under Armor was very smart in solidifying their brand and marketing, responding to Nike's slogan "Just do it" with their statement "I will." It is a statement that has broader relevance but goes beyond team challenges to personal ones. Instead of having famous athletes resulting in a big budget production, they strategically feature athletes who were good players but are often overlooked by other companies. They elevated the brand to be authentic and personal. To this day Under Armor continues to remain true to that brand