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Home » Baltimore-Based Under Armour to Ramp Up Marketing in 2020

Baltimore-Based Under Armour to Ramp Up Marketing in 2020

by | Nov 5, 2019

It’s been a busy fall for Baltimore-based Under Armour, reports AdAge.

In late October, states an AdAge post, “the sportswear giant announced that Kevin Plank, who founded the brand 23 years ago, will soon step down as CEO; this past weekend, the brand divulged it is undergoing a federal accounting probe. Amid the drama of both, Under Armour reported third-quarter earnings on Monday morning and said it will ramp up brand marketing in the coming months.

“On a conference call with analysts, Plank said that 2020 will be the first time in recent years that the Baltimore-based brand will have the right mix of resources and scale to fuel its brand marketing efforts.

““You’ll hear about this brand—you’ll hear us tell our story, that’s for sure,” Plank said, noting that the company is increasing its marketing spend.”

The AdAge post added that it’s unclear which agencies will get a piece of the larger marketing pie. In the past, Under Armour has worked with Droga5 and Giant Spoon. Yet a recent marketing  push around the Curry 7 shoe with Stephen Curry was created completely in-house.

(On Nov. 4, The Washington Post reported that Under Armour, in recent years,”has struggled to stay relevant … amid mounting competition from rivals such as Nike and Adidas.”)

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Capitol Communicator

Capitol Communicator is a unique online and offline resource for Mid-Atlantic advertising, marketing, public relations, digital and media communications professionals. The e-magazine, e-newsletters and events bring together communications professionals, fostering community and providing important information; news; trends; education; and opportunities for networking, career enhancement, business exchange and showcasing great work. Visit www.capitolcommunicator.com to learn more.

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