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SBD/February 13, 2013/Marketing and Sponsorship
Under Armour Unveils "I Will" Campaign, Looks To Increase Spending By 20% In '13
Published February 13, 2013
SPEND MONEY TO MAKE MONEY: UA Senior VP/Brand Steve Battista said that this year’s spending “will be up about 20% over a year ago, given the brand's sales growth.” Data from Kantar Media showed that the brand spent about $12M "on measured media in the first three quarters of 2012.” Battista said, "It's been 10 years since we've had an anthem." He also said that the new campaign is “friendlier to females than previous attempts at ‘dual-gender’ campaigns” (ADAGE.com, 2/12).
CONCERNS ABOUT A REVOLVING DOOR? In Baltimore, Jack Lambert notes UA Senior VP/Footwear Gene McCarthy resigned from the company on Jan. 24 after being hired in ‘09 to “make Under Armour one of the top players in the shoe market.” McCarthy is “at least the fourth high-level executive to leave Under Armour since August 2011, a departure rate that worries some industry analysts.” Analysts and industry experts now are “wondering why Under Armour executives continue leaving the company, as well as what is next for its footwear business.” The biggest impact of McCarthy’s departure is the “effect it will have on Under Armour’s footwear business.” The 17-year-old company “still controls just a small portion of the national, non-cleats shoe market.” Fulks has “taken over as head of the company’s footwear department.” But Raleigh-based Sports Group Int'l VP Dave Reinhart said that UA “still has a deep bench of footwear executives, many of whom were brought in under McCarthy, who are capable of creating innovative shoes” (BALTIMORE BUSINESS JOURNAL, 2/8 issue).