Under Armour 2008 Annual Report Download - page 12

Media and Promotion
We feature our men’s and women’s products in a variety of national publications such as ESPN the
Magazine,Maxim,Shape,Runner’s World,Cosmopolitan,Seventeen,Women’s Health and People Magazine,
and we also advertise regularly in several outdoor and sport-specific publications.
Our media campaigns run in a variety of lengths and formats and have included our signature “Protect this
House” and “Click-Clack” campaigns featuring several NFL players. Our “Protect this House” campaign
continues to be used in several NFL and collegiate stadiums during games as a crowd prompt. During 2007, we
executed a major campaign called “BoomBoom-TAP,” which targeted the “team girl” demographic in an effort
to establish Under Armour as the authentic athletic brand for female athletes who play team sports. Additionally,
we have developed co-branded commercials with key retail partners to promote the brand. At the end of 2007,
we launched our performance training footwear and introduced our brand and other products to additional
consumers with “The New Prototype” campaign. This campaign also included a 60-second commercial during
Super Bowl XLII in February 2008. Our ability to secure product placement in movies, television shows and
video games has allowed us to reinforce our authenticity as well as establish our brand with broader audiences
who may not have been previously exposed to our advertising and brand efforts.
In the beginning of 2009, we launched our performance running footwear with a multi-platform “Athletes
Run.” campaign that highlights our point of view that all runners are athletes and all athletes run. We also
launched a new UA RUN magazine, which is a free publication that will be distributed to more than 200,000
runners at key marathons around the country.
Retail Development and Product Presentation
The primary component of our retail brand strategy is to increase and brand the floor space dedicated to our
products within our major retail accounts. The design and funding of Under Armour concept shops within our
major retail accounts is a key initiative for securing prime floor space, educating the consumer and creating an
exciting environment for the consumer to experience our brand. Under Armour concept shops enhance our
brand’s presentation within our major retail accounts with a shop-in-shop approach, using dedicated floor space
exclusively for our products, including flooring, lighting, walls, displays and images. Since 2006, we have
reshaped 500,000 square feet of space dedicated to concept shops at over 500 locations of our major retail
accounts.
Across our many retailers, retail outlet stores and retail specialty stores we also use in-store fixtures and
displays that highlight our logo and have a performance-oriented, athletic look. We believe our in-store fixtures
and displays are exciting and unique brand-building fixtures, such as our “Big E” mannequin, a life size mold of
Eric Ogbogu, a 6’4”, 275 pound former NFL defensive end and featured athlete in many of our brand campaigns.
To target women consumers, we use a complementary mannequin, the UA WOMAN, modeled after the star of
our early women’s brand campaign, Heather Mitts. These displays provide an easily identifiable place for
consumers to look for our products and are intended to reinforce the message that our brand is distinct from our
competitors.
We work with our retailers to establish optimal placement for our products and to have the brand
represented in the many departments of our large national or regional retail chains. The fixtures and displays
enable us to achieve placement of our products throughout stores by providing retailers with outposts to use in
various store sections.
Customers
Our products are offered in over 17,000 retail stores worldwide, of which over 13,000 retail stores are in
North America. We also sell our products directly to consumers through our own retail outlet and specialty
stores, website and catalogs.
4