Under Armor Selects Wavemaker China to Manage Digital Media Business



Under Armor entrusted Wavemaker China with its digital media business following a pitch involving strategy, planning, purchasing and content innovation.

According to the agency, he packed the account because of his ability in digital communications, which would have stood out from the competition during the pitch. The victory was attributed in particular to its proprietary methodology of provocative planning, including a globally consistent dashboard spanning three modules to identify opportunities and accelerate the future growth of Under Armor.

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

“We are proud of this partnership because the client not only appreciated our integrated marketing capabilities and our strategic vision, but also our knowledge of the sports brand market. We look forward to helping Under Armor achieve its ambitious growth goals, ”said Julep Lin, Managing Director of Wavemaker China.

Meanwhile, Patrik Frisk, chairman and CEO of Under Armor, said the company’s performance in the first quarter was due to the strong rebound in its business in Asia and North America.

“In the post-pandemic era, consumer attention is turning to a greater focus on sport and health, and this shift has helped Under Armor, as one of the most successful clothing brands, to achieve good business performance over the past year. many consumers returned to physical stores and Under Armor reported better than expected results. The company’s first quarter sales increased 35% year-over-year to $ 1.3 billion worldwide, ”he said.

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