Under Armour has selected Omnicom Media Group agency Optimum Sports to manage its media account, marking the first time that the athletic performance brand 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.
The brand currently maintains sponsorships with the NFL, MLB and top collegiate teams; individual athletes, including U.S. professional skier and Olympic gold medalist Lindsey Vonn, football greats Tom Brady, Ray Lewis, Cam Newton and Miles Austin and professional volleyball player Nicole Branagh; and grassroots initiatives like American Youth Football, the Under Armour All-America Football Game and Cal Ripken Baseball.
“We believe Optimum is the ideal partner in helping us expand upon the strong foundation we have built with our current marketing efforts,” says Steve Battista, Under Armour, Senior Vice President, Brand.
With its selection of Optimum, Under Armour adds its name to a client list that includes some of the most well-known brands and significant spenders in the sports marketing category, including Gatorade, State Farm, Callaway and Pepsi.
“I dont think there’s anyone in the industry that hasnt been amazed at the speed and effectiveness with which the Under Armour team has established its brand with consumers, leagues, teams and athletes,” says Optimum Sports Managing Director Tom McGovern. “Were looking forward to helping them build on this success as they continue to grow their product line and brand reach.”
