Under Armour 2009 Annual Report Download - page 12

Media and Promotion
We feature our products in a variety of national publications such as Cosmopolitan, ESPN the Magazine,
Glamour, Runner’s World,Shape,Seventeen and Women’s Health, 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. In May 2008, 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. During 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. 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 otherwise be exposed to our
advertising and brand efforts. In 2010, we are returning to a version of our signature campaign with “Protect this
House.®I will.”
Retail Marketing and Product Presentation
The primary component of our retail marketing 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 has been 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 600,000 square feet of space dedicated to concept shops at over 750 locations of our major retail
accounts.
Across our many retailers, factory house outlet and 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. One example of our brand-building fixtures is 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 female 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 twenty thousand retail stores worldwide, of which nearly sixteen thousand
retail stores are in North America. We also sell our products directly to consumers through our own factory
house outlet and specialty stores, website and catalogs.
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