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December 14 2013

Under Armour Used Real-Time Data, Display Ads to Drive Holiday Sales
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Under Armour has become a sports apparel giant over much of the past two decades. The Baltimore-based company, which has sponsored some of the world’s biggest athletes, including New England Patriots quarterback Tom Brady and Washington Nationals outfielder Bryce Harper, has tapped into data — and display media — to promote winter sales leading up to Christmas.

Jason LaRose, Under Armour’s new senior vice president of ecommerce, wanted to generate excitement for its product lines by creating “highly relevant and engaging” holiday advertisements that reached far beyond UnderArmour.com.

Days before Black Friday, Under Armour launched an 18-day promotion for its full holiday gift guide using Google’s lightbox ad format — a type of unit that expands into a full-page takeover ad — to attract interest in the brand. Read more...

More about Ecommerce, Data, Under Armour, Business, and Advertising

April 28 2011

Tom Brady vs. Prince William: Under Armour Offers Live-Streaming Alternative to Royal Wedding


In a bit of macho counterprogramming against Friday’s Royal Wedding, Under Armour is hosting a Q&A on the NFL Draft with New England Patriots quarterback Tom Brady.

The chat, on Ustream and on Under Armour’s Facebook Page, will run from 10:45 a.m. to 11:25 a.m. ET. According to Under Armour, Brady will discuss his rise from draft obscurity to MVP. Under Armour asked users earlier this month to visit the company’s Facebook Page and submit photos of themselves “getting charged up” to participate. Twelve winners will be part of the discussion tomorrow.

Dan Mecchi, director of digital media for Under Armour, says the timing of the event was fortuitous — the first part of the NFL Draft starts Thursday night. He sees the event as a great “alternate choice” to the Royal Wedding, which begins at 5 a.m. ET Friday and is accessible via multiple sources.

The live chat is part of a multi-year endorsement deal Brady signed last November. He will begin appearing in more ads for the company later this year.

Under Armour is strongly pushing its digital presence. The brand grew its Facebook fan base 150% since November and launched its first all-digital campaign, for its Charged Cotton collection.

More About: Real-Time Marketing, royal wedding, Tom Brady, Under Armour, ustream

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