Under Armour's Outdoor Performance Division hired Groundswell PR of Charleston, SC to boost the profile of its outdoor products in the outdoor and action sports arenas. The hire marks the first time since UA launched the division in 2006 that it has hired a PR/marketing firm to focus specifically on those channels.
“The choice of Groundswell was a very straightforward one for us,” said Metcalf. “The team is dedicated, nimble, and extremely well established within the outdoor and action sports space. We’re confident in their ability to further connect the Under Armour outdoor performance story with those who will embrace and benefit from the brand’s leading-edge design technology.”
Groundswell will promote Under Armour’s technical outdoor focused outerwear, including ski and snowboard jackets and pants, mid and base layers, and footwear.
UA Outdoor launched its first Winter Fall/Winter outerwear collection at Outdoor Retailer Winter Market in 2006 in January 2006. The line is currently available at over 2,000 retail locations in the United States. A combination of key account representatives and a team of independent reps services this business.
While UA does not break out sales by category, it reported its apparel sales increased 26 percent to $705 million in the third quarter ended Sept. 30 due to “expanded offerings and platform innovations across training, golf, and outdoor.”
UA Outdoor will exhibit at Outdoor Retailer Winter Market in Salt Lake City in two weeks for the third consecutive year. It has been exhibiting at SIA since January 2007. The line is not available in Europe.