Under Armour has selected PrettyGreen to be its public relations agency in the U.K., helping to build and promote the brand there, partly by developing Under Armour's social media strategy in addition to traditional channels. Diane Pelkey, vice president for global communications and entertainment at Under Armour, will be the contact person for PrettyGreen. The financial terms of the collaboration were not disclosed. The two companies first partnered when Under Armour launched the Welsh Rugby Union kit in 2011.

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