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Under Armour
Mallory Patterson


Mission
“To make all athletes better
through passion, design and the
relentless pursuit of innovation.”
Company Background
 American sports clothing and accessories company

 Global headquarters in Baltimore, Maryland
 Founded in 1996 by Kevin Plank, a then 23-year old

former special teams captain of the University of
Maryland football team
Competitors
Target Audience
 Students ages 15-22
 Young athletic males and females
Key Performance Indicators
 Increase in sales of apparel
 Increase number of ‘likes’ on Facebook page
 Increase number of ‘followers’ on Twitter page
Big Idea
 Develop a digital marketing strategy that targets

athletic males and females to encourage them to
buy athletic apparel and accessories
 Consumers to be more connected with this brand

rather than competitor brands
 Social Media
Tools & Tactics
 Facebook  daily posts
 Twitter  daily posts and hashtags
 Pinterest  boards and contests
Social Media

www.facebook.com/underarmour
www.twitter.com/UnderArmour
Budget
 $50,000 a month, $600,000 per year

and $1,644 per day
 30% of the for Google Analytics

 30% of budget for Pay Per Click
 25% of budget for Social Media
 15% of budget for Mobile App

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Nmdl final presentation