Under Armour is currently reviewing its media agency, transitioning from Omnicom Media Group's Optimum Sports, which has handled its media since 2011. The company has a significant presence in the athleisure market, competing with brands like Nike and Adidas, and has also expanded its digital fitness community through acquired apps like MyFitnessPal and MapMyFitness. Under Armour reported $3.96 billion in net revenues for 2015 with a strong focus on leveraging consumer data to inform product development and marketing strategies.

1. NEW BUSINESS PITCH
I Will
February 2017

2. NAME BRAND PITCH TYPE
Media
MARKET DATE
February 13 , 2017
The Data You Need to Win This Pitch
DESCRIPTION
Under Armour is reviewing for a new media agency, according to people with knowledge of the matter.
Omnicom Media Group's Optimum Sports has been working on the business since 2011. Representatives from Optimum Sports and Under Armour were not
immediately available for comment. Droga5 continues to serve as the brand's creative agency partner.
Under Armour
Reviews
Media Business
th
U.S.
Last year, the agency captured the intense, rigorous and solitary training rituals of Olympic gold-medalist swimmer Michael Phelps in an Under Armour spot that
took home the Grand Prix in the Film Craft Category at the 2016 Cannes Lions International Festival of Creativity.
Under Armour spent $20.6 million on measured media in the U.S. in 2015, according to Ad Age's Datacenter, and about $10.1 million on measured media in the
U.S. from January to November of last year.

3. Client Profile / Market
Under Armour, the originator of performance footwear, apparel and
equipment, revolutionized how athletes across the world dress. Designed
to make all athletes better, the brand's innovative products are sold
worldwide to athletes at all levels. The Under Armour Connected Fitness™
platform powers the world's largest digital health and fitness community
through a suite of applications: UA Record, MapMyFitness, Endomondo
and MyFitnessPal. The Under Armour global headquarters is in Baltimore,
Maryland.
FINANCIAL OVERVIEW
- Source: AccessConfidential.com -
COMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
$ 3,960
13,400
-
-
-
Mr. Andrew Donkin
Global Chief Marketing Officer
Ms. Adrienne R. Lofton
Senior Vice President,
Brand Marketing
DECISION MAKERS by
alofton@underarmour.comadonkin@underarmour.com
-

4. Athleisurewear in the U.S.
$97b
Athleisurewear
Sales in 2015
- Fung Group -
Activewear
Sales in 2015
+16%
- Fung Group -
Sports Apparel
sales
- Statista.com-
+5%
Footwear Sales
- Statista.com -
+8%

5. Athleisurewear in the U.S.
105 M People shopped for sporting goods
at a sporting goods store in 2015
93 M People bought athletic
shoes in 2015
20% total footwear
sales in the U.S.
- Scarborough Research -
$ 68
Average retail price of
jogging/running
shoes in U.S.
- Statista.com -
- Statista.com - - Statista.com -

6. Athleisurewear in the U.S.
14% 25%
of sporting goods equipment is sold through
online channels / over the internet
of sporting goods equipment sales in the U.S.
is handled by sporting goods stores
TOP SPORTING GOODS RETAILER TOP SPECIALIZED SPORTING GOODS STORES
$9.6b
in revenue from sporting
goods sales in 2014
- Statista.com - - Statista.com -

7. Market Segmentation
Market Segmentation of Athleisure Athleisure companies Market Share
Nike (20.7%)
Under Armour (3.9%)
Adidas (3.3%)
Skechers (3.1%)
The North Face (2.2%)
Timberland (2.1%)
Columbia (2.1%)
Champion (2.0%)
Lululemon Athletica Inc (1.4%)
New Balance (1.4%)
Puma North America Inc (1.0%)
Other (56.8%)
- Euromonitor International -
Value (3%)
Luxury (3%)
Premium (13%)
Mass (81%)
- Edited -

8. Stats: Under Armour
$3,963 M
Net Revenues 2015
28%
Growth Rate
13,400
Employees
$11.26 M
Media Spend In 2015
Connected Fitness (1.3%)
Licensing (2.1%)
Accessories (8.8%)
Footwear (17.1%)
Apparel (70.7%)
NET REVENUES BY PRODUCT CATEGORY
YEAR 2015

9. Market-cap difference
Attributable to Curry’s
popularity and impact on
Under Armour’s brand
The NBA MVP's
signature shoe
was released early
in the fourth
quarter
The Curry Effect
YEAR OVER YEAR FOOTWEAR REVENUE GROWTH
41% 40%
61%
94%
Q1 FY15 Q2 FY15 Q3 FY15 Q4 FY15
$14 billion
- Business Insider -

10. Fitness & Tech
MapMyFitness
In 2013, Under Armour acquired the fitness
goal tracking app MapMyFitness.
Under Armour released its Record
app in January 2015.
The app is designed to aggregate users'
data from a variety of fitness tracking
devices and to create an online
community in which users can follow,
encourage and challenge one another.
MyFitnessPal
In 2015, Under Armour acquired MyFitnessPal.
The app focuses on logging nutrition information.
Endomondo
In 2015, Under Armour acquired the
european personal training app Endomondo.

11. Fast Food industry in numbersSingle Customer View Strategy
Under Armour leverages data coming from its digitally connected community of
to connect at personal level, create new experiences, and develop new products
195 MILLION USERS
Personalizing Customer Experiences Engaging Consumers Locally Innovative, Compelling Products
Under Armour uses the data it collects in the
MyFitnessPal app to drive consumers to buy
certain products.
The retailer has info about when and where
certain activities happen.
This helps Under Armour’s wholesale partners
gear marketing to people while they’re doing a
certain activity.
By tracking the activities women were doing
who bought sports bras, Under Armour was
able to determine that the consumer was
resonating with the product, but the functional
application of the “high impact” sports bra
wasn’t applicable.
The end goal is to personalize every digital
interaction anywhere in the world.
Kurt Kendall
UA’s global head of consumer engagement
Under Armour is now a “math house,” meaning everyone in the
company uses data to inform every decision that’s made.
Kurt Kendall
UA’s global head of consumer engagement

12. QUICK DEFINITION:
Female Runners
Many Female Runners see running as an everyday activity.
Running is more than just a way to stay physically fit and
healthy; it has become a lifestyle. Runners often share
knowledge, practice tips, eating habits and values. They
enjoy outdoor activities and are willing to participate at
sports events like marathons.
10%
20%
0
30%
13-17 18-24 25-34 35-44 45-54 55-64
100%
FEMALE
50%
SINGLE
53%
WITHOUT
CHILDREN
OUTDOOR
ENTHUSIASTS
4.35 x
FASHION
LOVERS
2.62 x
FOODIES
1.71 x
BEAUTY &
WELLNESS
2.79 x
FEMALE
RUNNERS
• • •
•••

13. 63%
Female Runners
Compare the Female Runners
Demographic with Under Armour’s Audience
Under Armour’s audience
overlaps with our Female
Runners demographic by
64% in top interests,
including:
Beauty & Wellness,
Fashion, Food and
Outdoor/Recreational
Activities

14. FEMALE RUNNERS:
FASHION
Under Armour audience
wears sportswear in every
occasion.
As pointed out by the high
affinity with the Sporty
Stylists (5.71x) trait.
They keep constantly up to
date about sneakers on
websites like
SneakerFiles.com.
UNDER ARMOUR’S
AUDIENCE CROSSOVERS
MEN’S CLOTHING CONSUMPTION WOMEN’S CLOTHING CONSUMPTION
TOP FASHION LIFESTYLES TOP FASHION WEBSITES
# NAME PENETRATION REACH AFFINITY
1 Fashion Enthusiasts 5.50% 14.09% 5.69x
2 Accessories Addicted 5.33% 7.37% 5.65x
3 Swayable Shopaholics 4.93% 19.16% 5.35x
1 2 3 4 5
SEE MORE
AFFINITY
Stripe & Sequins
Polyvore
OpenSky
J'S Everyday Fashion
The Cut

15. FEMALE RUNNERS:
BEAUTY & WELLNESS
Under Armour’s audience
and Female Runners share
an “Active & Fit” lifestyle
and expertise about
cosmetics.
Both audiences make use
of apps to track and
enhance their fitness
activities.
TOP FITNESS APPS
TOP BEAUTY LIFESTYLES TOP BEAUTY WEBSITES
# NAME PENETRATION REACH AFFINITY
1 Active & Fit 5.04% 9.89% 5.42x
2 Cosmetic Connoisseurs 4.82% 13.4% 4.77x
3 Self Applied Style 2.07% 13.25% 1.92x
# NAME PENETRATION REACH AFFINITY
1 Fragrancenet.com 12.35% 0.57% 8.62x
2 Love for Lacquer 10.02% 0.12% 6.99x
3 Beauty.com 7.72% 0.91% 5.39x
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SEE MORE
UNDER ARMOUR’S
AUDIENCE CROSSOVERS

16. FEMALE RUNNERS:
OUTDOOR & RECREATIONAL ACTIVITIES
People who love Under
Armour love Outdoor
Activities.
The Outdoor Enthusiast
trait tops the psychographic
ranking.
They enjoy a wide variety of
sport events. From runs like
the Run Nike Women Series
to Mr. Olympia.
TOP SUPPLEMENTS BRANDS
TOP FITNESS COMMUNITIES
FAVORITE SPORT EVENTS
# NAME PENETRATION REACH AFFINITY
1 Girls Gone Strong 12.74% 1.86% 8.89x
2 Female Gym Motivation 12.44% 0.56% 8.68x
3 November Project 8.39% 0.41% 5.85x
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SEE MORE
UNDER ARMOUR’S
AUDIENCE CROSSOVERS

17. FEMALE RUNNERS:
FOOD
UA’s audience is interested
in snacking (Self-conscious
snackers 1.9x).
But the defining difference
between them and Female
Runners is about cooking.
Where Female Runners over
index as Home Chefs, UA’s
consumers are over
indexing on Food-to-go
(1.83x).
Suggesting a preference in
consuming prepared meals.
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SEE MORE
FAVORITE FOOD GENRES
SEE MORE
2 3 4 5
AFFINITY
Thoughtful Eaters
Self-conscious Snackers
Home-Chefs
FOOD LIFESTYLES
1
# NAME PENETRATION REACH AFFINITY
1 Sauces 12.00% 0.49% 9.67x
2 Fruits & Vegetables 3.28% 16.20% 2.77x
3 November Project 3.43% 12.11% 2.65x
UNDER ARMOUR’S
AUDIENCE CROSSOVERS

18. CONSUMER
INSIGHTS SUITE
Discover more about Under Armour’s consumers
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on Cubeyou Consumer Insights Suite