The Sochi Winter Olympics provided great storylines, moments, and feats of athletic prowess. The competitors weren’t the only ones giving it their all, though; outside each event, brands from all over the world were vying for consumer awareness. The brands that stood out were largely successful because they evoked emotional responses from the audience or were closely linked to a successful athlete. Proctor and Gamble nailed the landing with their touching tribute to moms while Citi Bank and Vicks scored big with their endorsements of gold medal winning skier Ted Ligety. A few brands had a fortnight to forget in Russia, none more than Under Armour. Its “state of the art” speedskating suit was widely (if, unfairly) blamed for the U.S. team’s poor performance on the ice. Expect a strong response from the performance apparel company to swing public perception back in its favor.