So, agency readers, if you haven't been keeping up with this struggling company, you need to start doing so. There's a lot of work that can be secured here. They recently hired a new PR head, opening the way for a new PR agency, and CDO Michael Lee has departed, making it seem likely a new digital agency will also be chosen. On top of all that, you can't forget CMO Andy Donkin has departed, leaving all accounts in jeopardy.
Havas Sports & Entertainment as handling PR. They will likely be among your competition.
Sellers - I have quite a few updates for you guys as well. Bear with me.
First off, Project Rock, Dwayne Johnson's brand tie-up with Under Armour, has started its first campaign (above). Yes, it was made with created with Dany Garcia in September. It features digital videos that will run through Johnson's social channels.
Next on the update list is Under Armour's recent Q4 earnings call. CEO Kevin Plank said Under Armour will work on their ROI; "simplify" and "focus" their marketing PR and social elements; and focus on story telling. He specifically mentions the launch of the shoe, Hovr, and says, "the story telling that supported around UA Hovr is the largest and most comprehensive campaign that we've ever done on a global basis and this is just the beginning of some of the amplified story telling you'll hear from us in 2018."
Finally, of course, those of you who can reach women athletes will start to have a better shot at revenue. Normally, Under Armour focuses on males, but with a new GM of women's training, I can't imagine there not being more female centric ads.
So, that should be everything on your end, sellers. Historically, the brand has spent the most during Q2 and Q4, but in 2017 they spent the most during Q1 and Q3. Therefore, reach out for revenue year round. As noted, their demographic is athletes (younger skew).
iSpot reports a year-to-date (YTD) national TV spend of $14,043 on male oriented programming - "High School Football," "College Lacrosse" and "Commander Life." Their 2017 spend was $4.8 million, again on male oriented shows (see show targeting right).
Pathmatics reports a YTD digital spend of $901,400 and a full 2017 spend of $7.7 million. Most ads are placed direct, and top ad destinations include zulily.com, runnersworld.com, nfl.com, amazon.com and uproxx.com.
There are too many Under Armour updates to just copy and paste them all in this one article, so please click here to view them instead.