SBD/May 1, 2012/Marketing and Sponsorship

Cam Newton To Appear In New Under Armour Campaign For Company's Boxerjock Line

Boxerjock ads will appear in magazines such as GQ, Maxim and Men's Health
A new Under Armour campaign featuring Panthers QB Cam Newton markets the company's "new offerings in the Boxerjock line," using the theme, "You'll never wear regular underwear again," according to Stuart Elliott of the N.Y. TIMES. UA is "expanding its presence in the underwear category by broadening its collection of boxer briefs." The campaign, created internally, includes "print and online ads, social media, ads in stores, direct mail and events." N.Y.-based Optimum Sports is "handling the media planning and buying." The budget for the Boxerjock campaign is estimated at $1M. UA has "long played up the performance aspect of its products," and the new boxer briefs are "meant to add a fashion component to the brand's undergear." UA Senior VP/Global Brand Marketing Stuart Redsun said that the Boxerjock campaign "is meant to fit in with the ads for other Under Armour merchandise." Optimum Sports Managing Dir Tom McGovern said that the media plan for the campaign, which includes a digital billboard in Times Square, "is broader than usual for Under Armour." Ads will appear in magazines like GQ, Maxim and Men's Health, and McGovern said of the campaign, "There's more of a fashion target." Elliott reports the new boxer briefs "are part of ambitious plans from Under Armour to increase sales in 2012 that also include new products like the Armour Bra sports bra, Charged Cotton clothing, a revamping of its line of athletic shoes and ColdBlack apparel." The new Boxerjock products "are being sold by two department store chains, Macy's and Nordstrom," in addition to sporting goods stores and the company's website. This is "the first time the brand will have a presence in Macy's" (N.Y. TIMES, 5/1).
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