Under Armour Seeks Outside Agency To Aid Growth Of Women's Line

Under Armour Searching For Outside  Agency To Help Growth Of Women's Line

Under Armour is "seeking some outside help" to expand its women's line of apparel, and has "narrowed a quiet agency review down to two shops" -- Goodby, Silverstein & Partners and Cramer-Krasselt, according to sources cited by Jeremy Mullman of AD AGE. It is "not entirely clear whether those agencies are competing against" Under Armour's internal creative team or "competing to collaborate with it." The internal team has "served Under Armour well for most of its history, but there's little question its expertise is in selling to men and to teen boys, perhaps a factor in the marketer reaching outside for help selling to women." Under Armour VP/Brand Steve Battista confirmed that the company is talking to outside agencies, adding, "As our brand grows and our business scales internationally, we're open to any and all partners that we can find in the advertising and marketing world." Mullman noted the pitch "comes at a time when the recession and the challenge of entering into the competitive footwear category have conspired to slow Under Armour's once torrid growth." Sources indicated that Under Armour also had considered Martin Agency, Richmond, and Mono, Minneapolis, for the account (ADAGE.com, 8/31).

MR. JENNINGS' NEIGHBORHOOD: FOOTWEAR NEWS' Jennie Bell reported Under Armour has created a new two-minute documentary-style viral video spot titled "Back :02 Practice," which was shot on location in Bucks G Brandon Jennings' old neighborhood in L.A. The spot shows Jennings "hard at work on the court" while wearing a pair of customized Under Armour shoes. A second spot featuring Jennings and freestyle skier Jen Hudak "highlights the brand's running footwear." Both spots were directed by N.Y.-based iContent Founder Douglas Sloan and are appearing on UnderArmour.com, YouTube and MTV.com, among other sites (WWD.com, 8/31).