Under Armour appoints outside media agency
US-based sports apparel and footwear firm Under Armour has selected Omnicom Media Group agency Optimum Sports to manage its media account, marking the first time that the athletic performance brand, which grossed more than $1 billion in 2010, has assigned media planning and buying duties to an outside agency. Among Optimum Sports initial responsibilities, they will advise Under Armour on the placement of its upcoming new multi-faceted footwear TV, print and digital campaign that will kick-off during back-to-school.
“We believe Optimum is the ideal partner in helping us expand upon the strong foundation we have built with our current marketing efforts,” said Steve Battista, Under Armour, senior vice president, Brand.
“I don't think there’s anyone in the industry that hasn’t been amazed at the speed and effectiveness with which the Under Armour team has established its brand with consumers, leagues, teams and athletes,” said Optimum Sports MD Tom McGovern. “We're looking forward to helping them build on this success as they continue to grow their product line and brand reach.”
