Baltimore-based Under Armour has been named Ad Age’s 2014 Marketer of the Year. The reason, stated Ad Age, was Under Armour’s “arresting advertising, textbook PR and a take-no-prisoners approach” that pushed the brand “ahead of the establishment.”
The company, which was founded in 1996, is on pace to reach $3 billion in revenue this year and recently completed its 18th consecutive quarter of more than 20% sales growth. Those results, along with the hugely successful “I Will What I Want” women’s campaign from Droga5, which is based in NYC, are why Ad Age named Under Armour their 2014 Marketer of the Year, continued the Ad Age item.
“There is just a cultural attitude at Under Armour of we can be a little better, we can push a little harder. So why would we set our sights on anything but being No. 1?” CEO Kevin Plank said in an interview at the company’s corporate headquarters in blue-collar Baltimore, which includes an employee cafeteria aptly named Humble and Hungry, stated Ad Age.
Receiving mentions for their role in UA’s marketing were Matt Mirchin, executive VP-global marketing, and two agencies: Droga5 and Tight Shirt Productions, Under Armour’s internal agency.