1.
THE BLUETEAM
Kate Pangilinan,Taylor Bilecky,Anthony Martire, Danny Khuu,
Miad Rashid, SergeThermidor, Lirong Lin

2.
 Ad Objectives
 Target Audience
 Media Habits
 Media Objectives
 Strategies andTactics
 Platforms andVehicles
 Budget and Flow Chart
 Sample Campaign

3.
 Building brand equity
 Increasing exposure in the US firstly
 Sponsorships
 Fashion partnerships
 Direct sales to youth teams

4.
 Become a SELF-EXPRESSIVE brand
that is:
 Cool
 Fashion-Forward
 Utilize digital, broadcast, and print
media outlets to build brand and new
product awareness.

5.
 Primary: FIT AND ACTIVE FEMALE
 Income: $40,000-$60,000 annually
 Geographic: Metropolitan/Urban
 Age: 20-35 years old female
 Secondary: FASHION FORWARD/ STYLE
CONSCIOUS
 Income: $35,000-$50,000
 Geographic: Metropolitan/Urban
 Age: 18-40 years old female

6.
 Fit and Active
 Highly motivated,
affluent and active
achievers
 Gym Rats
 Image drivers
 Well Educated
 Very Health Conscious

7.
 Fashion Forward
 Influenced by female
athletes
 Like to stay updated with
fashion trends
 Want to be considered
fashionable
 Willing to pay more for items
that they personally identify
with

8.
• Target Audience:
Households with annual
income at least $150,000
Media usage habits weekly
LiveTV 4-15hrs
Print Outs 1-12 hrs
Periodicals 80%
Social Media 85%
Video Online 82%
Online Radio 41%

9.
Mobile
20%
Online
20%
Prints
5%
TV
38%
Radio
12%
Other
5%
Consumption of Major Media

10.
 Change the Focus to
Digital
 Still spend on traditional.
 In 2013, we only spent $20
million.
 Now that our media
budget is at 50$ million,
the focus will be on digital.

11.
 Pulsing Media Plan
 Continuous advertising
throughout the entire year, but
heavy up during:
▪ Holiday Season
▪ Christmas, NewYear’s Resolution
▪ Spring
▪ Summer bodies
▪ Summer
▪ Great weather
▪ Important Sporting/Fashion Events

12.
 Focus on Portable Devices
 Embrace Social Media
 Focus on Popular Fashion
Events
 Athletes and Fit Celebrities

13.
 Traditional
 NonTraditional
 Email
 Online Ads
 Website
 Social Media
 SEM
 Mobiles &Tablets
 Event Marketing
 Product Placement

14.
The
Worldly
Woman
Connected
and Current
The
Metropolitan
Traveler
Leading
Lady

15.
CATEGORY
Cable TV $9,000,000
Magazines $2,000,000
Network TV $3,600,000
Outdoor $500,000
Newspapers $100,000
Spot TV $70,000
Local Radio Summary $30,000
Local Magazines $15,000
Traditional Spend $15,315,000

16.
CATEGORY
Event $12,000,000
US Internet - Display $5,000,000
US Internet - Search $4,000,000
Social Media $75,000
Mobile & Tablet $65,000
Guerrilla $500,000
Email $45,000
Product Placement $5,000,000
Sponsorships $8,000,000
Non-Traditional Spending $34,685,000

17.
UNDER ARMOUR
PRESENTS
Exclusive SoHo Event With Designer Hiroshi Fujiwara
Fashion Week 2015
Want the invite?Scan the barcode to find
out how you can join us!

18.
 Barcodes will be placed around the city for
consumers to RSVP, get updates about the
event, and access to exclusive contests

19.
 Once logged in, consumers will hear about
the following contests:
Follow Under Armour onTwitter and RetweetTweets
with the “Under Armour Undercover word” & use
hashtag UncoverUA
Twice a month, certain locations will become
“Uncovered”; Instagram using hastag UncoverUA

20.
 Under Armour SoHo event with designer
Hiroshi Fujiwara
 VIP access to the 2015 Runway show featuring our
new women’s line and sneakers
 Meet & Greet with Hiroshi Fujiwara
 First 50 consumers at the door will receive
exclusive, limited time only sneaker laces
 Much, much more…

21.
• Rebrand as a fashionable, cool, self expressive brand
• Target “Fit andActive” + “Fashion Forward”
• Maintain currentTraditional Media Spend
• Increase spend in Digital and Event Marketing