““We’ve been sort of handcuffed by, ‘Do a 30 second spot. Do a 15 second spot.’ That no longer exists,” the executive says. Under Armour seeks “an open playbook where we can we can evolve our content strategy just based off of consumer habits and consumption across the platforms.” In some cases, that might mean creating YouTube videos half an hour long, or creating other long-form content that come with extensions built for different social-media outlets.” The studio will also help Under Amour strike alliances with independent creators, who may have interest in coming up with ideas that help boost the company among athletes”