Under Armour picks Wavemaker China to handle digital media biz

Under Armour has handed Wavemaker China its digital media business following a pitch that involved strategy, planning, buying and content innovation.

According to the agency, it bagged the account due to its capability in digital communications, which is claimed to have stood out from the competition during the pitch. The win was attributed particularly to its proprietary Provocative Planning methodology including a globally consistent dashboard spanning three modules to identify opportunities and accelerate future growth for Under Armour.

Since Wavemaker’s Positive Provocation positioning launch in March 2020, the agency has also won clients such as L’Oréal in Australia and New Zealand and retained the business in India and Central and Eastern Europe.

“We are proud of this partnership as the client not only valued our integrated marketing capabilities and strategic vision, but also our insights in the sports brand market. We’re looking very much forward to supporting Under Armour achieve their ambitious growth targets," said Julep Lin, managing director of Wavemaker China. 

Meanwhile, Patrik Frisk, president and CEO of Under Armour  said the company's performance in Q1 was due to the strong rebound of its business in Asia and North America. 

"In the post-pandemic era, consumer attention is shifting towards a greater focus on sports and health, and that change has helped Under Armour, as one of the top performance apparel brands, to good business performance over the past year. Larger than expected numbers of consumers have returned to physical stores and Under Armour has reported better than expected results. The company's Q1 sales increased 35% year-on-year to US$1.3 billion globally," he said. 

Related articles
Analysis: Can Under Armour score a slam dunk against Nike's Jordan with the new Curry Brand?
Under Armour marketing director Yvonne Tey heads to Lenovo
Under Armour SEA picks new marketing director