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NEW BUSINESS PITCH
I Will
February 2017
NAME BRAND PITCH TYPE
Media
MARKET DATE
February 13 , 2017
The Data You Need to Win This Pitch
DESCRIPTIONUnder Armour is reviewing for a new media agency, according to people with knowledge of the matter.
Omnicom Media Group's Optimum Sports has been working on the business since 2011. Representatives from Optimum Sports and Under Armour were not immediately available for comment. Droga5 continues to serve as the brand's creative agency partner.
Under Armour Reviews
Media Business
thU.S.
Last year, the agency captured the intense, rigorous and solitary training rituals of Olympic gold-medalist swimmer Michael Phelps in an Under Armour spot that took home the Grand Prix in the Film Craft Category at the 2016 Cannes Lions International Festival of Creativity.
Under Armour spent $20.6 million on measured media in the U.S. in 2015, according to Ad Age's Datacenter, and about $10.1 million on measured media in the U.S. from January to November of last year.
Client Profile / Market
Under Armour, the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand's innovative products are sold worldwide to athletes at all levels. The Under Armour Connected Fitness™ platform powers the world's largest digital health and fitness community through a suite of applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal. The Under Armour global headquarters is in Baltimore, Maryland.
FINANCIAL OVERVIEW- Source: AccessConfidential.com -
COMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
$ 3,960
13,400
-
-
-
Mr. Andrew Donkin
Global Chief Marketing Officer
Ms. Adrienne R. LoftonSenior Vice President,
Brand Marketing
DECISION MAKERS by
alofton@underarmour.comadonkin@underarmour.com
-
Athleisurewear in the U.S.
$97b Athleisurewear
Sales in 2015
- Fung Group -
ActivewearSales in 2015
+16%
- Fung Group -
Sports Apparelsales
- Statista.com-
+5% Footwear Sales
- Statista.com -
+8%
Athleisurewear in the U.S.
105 M People shopped for sporting goodsat a sporting goods store in 2015
93 M People bought athletic shoes in 2015
20% total footwearsales in the U.S.
- Scarborough Research -
$ 68Average retail price of
jogging/runningshoes in U.S.
- Statista.com -
- Statista.com - - Statista.com -
Athleisurewear in the U.S.
14% 25%of sporting goods equipment is sold through
online channels / over the internetof sporting goods equipment sales in the U.S.
is handled by sporting goods stores
TOP SPORTING GOODS RETAILER TOP SPECIALIZED SPORTING GOODS STORES
$9.6bin revenue from sportinggoods sales in 2014
- Statista.com - - Statista.com -
Market Segmentation
Market Segmentation of Athleisure Athleisure companies Market Share
Nike (20.7%)
Under Armour (3.9%)
Adidas (3.3%)
Skechers (3.1%)
The North Face (2.2%)
Timberland (2.1%)
Columbia (2.1%)
Champion (2.0%)
Lululemon Athletica Inc (1.4%)
New Balance (1.4%)
Puma North America Inc (1.0%)
Other (56.8%)
- Euromonitor International -
Value (3%)
Luxury (3%)
Premium (13%)
Mass (81%)
- Edited -
Stats: Under Armour
$3,963 MNet Revenues 2015
28%Growth Rate
13,400Employees
$11.26 MMedia Spend In 2015
Connected Fitness (1.3%)
Licensing (2.1%)
Accessories (8.8%)
Footwear (17.1%)
Apparel (70.7%)
NET REVENUES BY PRODUCT CATEGORYYEAR 2015
Market-cap difference Attributable to Curry’s
popularity and impact on Under Armour’s brand
The NBA MVP's signature shoe
was released early in the fourth
quarter
The Curry Effect
YEAR OVER YEAR FOOTWEAR REVENUE GROWTH
41% 40%
61%
94%
Q1 FY15 Q2 FY15 Q3 FY15 Q4 FY15
$14 billion
- Business Insider -
Fitness & Tech
MapMyFitnessIn 2013, Under Armour acquired the fitness
goal tracking app MapMyFitness.
Under Armour released its Record app in January 2015.
The app is designed to aggregate users' data from a variety of fitness tracking
devices and to create an online community in which users can follow, encourage and challenge one another.
MyFitnessPalIn 2015, Under Armour acquired MyFitnessPal.
The app focuses on logging nutrition information.
EndomondoIn 2015, Under Armour acquired the
european personal training app Endomondo.
Fast Food industry in numbersSingle Customer View Strategy
Under Armour leverages data coming from its digitally connected community of
to connect at personal level, create new experiences, and develop new products195 MILLION USERS
Personalizing Customer Experiences Engaging Consumers Locally Innovative, Compelling Products
Under Armour uses the data it collects in the MyFitnessPal app to drive consumers to buy
certain products.
The retailer has info about when and where certain activities happen.
This helps Under Armour’s wholesale partners gear marketing to people while they’re doing a
certain activity.
By tracking the activities women were doing who bought sports bras, Under Armour was
able to determine that the consumer was resonating with the product, but the functional
application of the “high impact” sports bra wasn’t applicable.
The end goal is to personalize every digital interaction anywhere in the world.
Kurt KendallUA’s global head of consumer engagement
Under Armour is now a “math house,” meaning everyone in the company uses data to inform every decision that’s made.
Kurt KendallUA’s global head of consumer engagement
QUICK DEFINITION:Female Runners
Many Female Runners see running as an everyday activity. Running is more than just a way to stay physically fit and
healthy; it has become a lifestyle. Runners often share knowledge, practice tips, eating habits and values. They enjoy outdoor activities and are willing to participate at
sports events like marathons.
10%
20%
0
30%
13-17 18-24 25-34 35-44 45-54 55-64
100%FEMALE
50%SINGLE
53%WITHOUT CHILDREN
OUTDOORENTHUSIASTS
4.35 x
FASHIONLOVERS
2.62 x
FOODIES
1.71 x
BEAUTY & WELLNESS
2.79 x
FEMALERUNNERS
• • •
• • •
63%
Female Runners
Compare the Female RunnersDemographic with Under Armour’s Audience
Under Armour’s audience overlaps with our Female Runners demographic by
64% in top interests, including:
Beauty & Wellness, Fashion, Food and
Outdoor/Recreational Activities
FEMALE RUNNERS:FASHION
Under Armour audience wears sportswear in every
occasion.As pointed out by the high
affinity with the Sporty Stylists (5.71x) trait.
They keep constantly up to date about sneakers on
websites like SneakerFiles.com.
UNDER ARMOUR’S AUDIENCE CROSSOVERS
MEN’S CLOTHING CONSUMPTION WOMEN’S CLOTHING CONSUMPTION
TOP FASHION LIFESTYLES TOP FASHION WEBSITES
# NAME PENETRATION REACH AFFINITY
1 Fashion Enthusiasts 5.50% 14.09% 5.69x
2 Accessories Addicted 5.33% 7.37% 5.65x
3 Swayable Shopaholics 4.93% 19.16% 5.35x
1 2 3 4 5
SEE MORE
AFFINITY
Stripe & Sequins
Polyvore
OpenSky
J'S Everyday Fashion
The Cut
FEMALE RUNNERS:BEAUTY & WELLNESS
Under Armour’s audience and Female Runners share
an “Active & Fit” lifestyle and expertise about
cosmetics.
Both audiences make use of apps to track and enhance their fitness
activities.
TOP FITNESS APPS
TOP BEAUTY LIFESTYLES TOP BEAUTY WEBSITES
# NAME PENETRATION REACH AFFINITY
1 Active & Fit 5.04% 9.89% 5.42x
2 Cosmetic Connoisseurs 4.82% 13.4% 4.77x
3 Self Applied Style 2.07% 13.25% 1.92x
# NAME PENETRATION REACH AFFINITY
1 Fragrancenet.com 12.35% 0.57% 8.62x
2 Love for Lacquer 10.02% 0.12% 6.99x
3 Beauty.com 7.72% 0.91% 5.39x
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SEE MORE
UNDER ARMOUR’S AUDIENCE CROSSOVERS
FEMALE RUNNERS:OUTDOOR & RECREATIONAL ACTIVITIES
People who love Under Armour love Outdoor
Activities.The Outdoor Enthusiast
trait tops the psychographic ranking.
They enjoy a wide variety of sport events. From runs like the Run Nike Women Series
to Mr. Olympia.
TOP SUPPLEMENTS BRANDS
TOP FITNESS COMMUNITIESFAVORITE SPORT EVENTS
# NAME PENETRATION REACH AFFINITY
1 Girls Gone Strong 12.74% 1.86% 8.89x
2 Female Gym Motivation 12.44% 0.56% 8.68x
3 November Project 8.39% 0.41% 5.85x
CLICK HERE TO KNOW MORE ABOUT THIS TOPIC
SEE MORE
UNDER ARMOUR’S AUDIENCE CROSSOVERS
FEMALE RUNNERS:FOOD
UA’s audience is interested in snacking (Self-conscious
snackers 1.9x).
But the defining difference between them and Female Runners is about cooking.
Where Female Runners over index as Home Chefs, UA’s
consumers are over indexing on Food-to-go
(1.83x). Suggesting a preference in
consuming prepared meals.CLICK HERE TO KNOW MORE ABOUT THIS TOPIC
SEE MORE
FAVORITE FOOD GENRES
SEE MORE
2 3 4 5
AFFINITY
Thoughtful Eaters
Self-conscious Snackers
Home-Chefs
FOOD LIFESTYLES
1
# NAME PENETRATION REACH AFFINITY
1 Sauces 12.00% 0.49% 9.67x
2 Fruits & Vegetables 3.28% 16.20% 2.77x
3 November Project 3.43% 12.11% 2.65x
UNDER ARMOUR’S AUDIENCE CROSSOVERS
CONSUMER INSIGHTS SUITE
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