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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
James L. Creative Director CA
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (310) 399-4242
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 3420 Ocean Park Boulevard
Suite 2000
Santa Monica, CA
90405
USA

Jan B. Account Director CA
Jeff M. Associate Director, Strategy & Partnerships CA
Bates G. Senior Director CA
Noah R. Vice President, Account Management CA

Client Relationships


Brand Service From To Media Spend
*** ***** Digital *
****, ***. Digital *
******** ***** Digital *
******* Digital *
***** ******, ***. Social, Digital *

See Winmo sales intelligence in action

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:

Insight Sources: Broadcast insights estimated by Podchaser.