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160over90 | Agency Profile, Contacts, AOR, Client Relationships
Service: digital design, interactive design
- Main Telephone
- (310) 399-4242
Primary Address
3420 Ocean Park Boulevard
Suite 2000
Santa Monica,
CA
90405
USA
160over90 Contacts
Contacts (5/6)
Name | Title | State | ||||||||||||
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James L. | Creative Director | CA | ||||||||||||
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Jan B. | Account Director | CA | ||||||||||||
Jeff M. | Associate Director, Strategy & Partnerships | CA | ||||||||||||
Bates G. | Senior Director | CA | ||||||||||||
Noah R. | Vice President, Account Management | CA |
WinmoEdge
Gen Alpha, Gen-Z Athlete Opps: Under Armour shifts advertising strategy under new DMs (Score 71)
Sales Lead: Per execs in its latest earnings call,
- In order to better reach young athletes, specifically those aged 16-20, UA is evolving its marketing and omni-channel strategies.
- Already, UA's leaders have seen early improvements in brand metrics with this younger demographic in markets including the US.
- The company's "always-on social media activation approach" involves a strengthened focus on unique content that can support increased brand identity. higher eCommerce sales, and bolstered cultural relevance.
- The company will likely:
- Continue ramping up sports marketing and experiential initiatives
- Keep shifting strategy under new DMs (more below)
- Return to higher ad spend, especially where digital channels are concerned
- Conduct additional agency reviews following a recent AOR hire (more below)
- Target demographic:
- Older Gen Alpha and younger Gen-Z athletes (16-20 - male skew)
Recent leadership shifts:
- These strategy shifts closely follow UA's appointments of global digital creative director Ron Delizo (October 2022) and global eCommerce and digital products VP Ian Ramcheran (December 2022).
- Stephanie Linnartz, the former president at Marriott, is about to join UA as CEO, which will hopefully revitalize the company's business.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, UA spent approximately $27.1m on national TV commercials, down 31% from the approximately $39.4m spent in 2021.
- 2022 ad programming: Its 2022 commercials unsurprisingly targeted male sports enthusiasts watching shows such as NFL Football, College Basketball, NBA Basketball, College Football, and SportsCenter.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: The company allocated roughly $30.2m toward digital ads last year, a 22% decrease from the roughly $38.9m allocated in 2021.
- 2022 data: UA earned around 3.5b digital impressions in 2022 via Instagram (41%), Facebook (32%), desktop video (14%), desktop display (9%), mobile video (2%), and mobile display (1%) ads.
- Additional channel insights
- The company utilizes print, OOH, local broadcast, Google Ads, and online video (Youtube IOS and Youtube.com).
- UA sponsors podcasts such as Talk Is Jericho, The Grave Talks, The Ticket Top 10, Michigan Insider, and On Purpose with Jay Shetty.
Additional agency insights:
- Opportunity: If you haven't yet done so, contact sooner rather than later to secure media, PR, and/or digital analytics services.
- To the best of our knowledge, UA hasn't yet appointed any additional agency partners since naming August 2022.
- Current agency roster:
Insight Sources: Broadcast insights estimated by Podchaser.