"Good Morning America" interviewed model Gisele Bundchen and Olympic athlete Lindsey Vonn this week about their new Under Armour campaign, but not necessarily for the pure news or entertainment value of it all. At the end of a segment on Friday morning, a voiceover told viewers that "This segment was brought to you by Under Armour."
"GMA" has also posted the videos online without mention of any Under Armour support, although Friday's video has the straightforward headline "Lindsey Vonn and Gisele Bundchen Promote the 'I Will What I Want' Campaign."
An ABC spokeswoman said segments brought to you by marketers are not unusual for "Good Morning America," but could not point to other examples.
It was unclear exactly what went into bringing the Under Armour segment to air. A spokeswoman for Under Armour did not respond to requests for comment Friday.
Under Armour said in April that it planned to increase its ad spending by more than one-third, and recently narrowly lost an aggressive effort to lure NBA star Kevin Durant from the ranks of Nike's endorsers.
Under Armour has also appeared elsewhere on ABC this week. Kelly Ripa and Michael Strahan, hosts of "Live with Kelly and Michael," both donned Under Armour gear on Friday as they took on the "Tough Mudder" obstacle course.