Under Armour for years has supplied professional athletes from leagues including the NFL, the MMA and Unrivaled. Now it wants to tap athletes to star in new promotional efforts that go well beyond the typical TV commercial. The athleticwear company is launching Lab96 Studios, a new in-house content studio that will show off its brand and products in content that looks a lot more like traditional content. The goal, says Tyler Rutstein, senior vice president of global brand and Americas marketing