Under Armour works with AOR on first women-focused marketing campaign

BALTIMORE: Under Armour is working with Warschawski Public Relations to launch its first integrated marketing campaign geared toward women.

BALTIMORE: Under Armour is working with Warschawski Public Relations to launch its first integrated marketing campaign geared toward women.

Heather Mitts, a player on the US national women's soccer team, is the corporate spokesperson for the campaign. Warschawski will be pitching Mitts during a bi-coastal media tour to late night talk shows, daily talk shows like Good Morning America and the Today Show, and sports shows like ESPN's Cold Pizza and Fox Sport's Best Damn Sports Show Ever. The company is also pitching women's lifestyle magazines, such as O, Redbook, and Shape.

The company is launching sixty new products for women, and expects revenues from the women's line to jump from 12% to 20% of all projected sales for 2005. The new women's products were launched officially during the Oscars red carpet special on E! Entertainment Television.

Warschawski also re-upped its contract with the apparel company for the third consecutive year. Amy Christopher, Warschawski SVP, leads the account team of five. Christopher said that billings increased, but both company and agency declined to disclose the amount.

"The entire PR push has been critical to our success because people are much more savvy about advertising and know when they're being pitched to," said Steve Battista, Under Armour VP of marketing. "They look at media coverage as more legitimate and more honest information about a brand or product."

In addition to media relations, Warschawski works on product placement and brand strategy.

The agency is also looking at promotional opportunities surrounding the company's unique approach to merchandizing by using a mannequin sculpted from Mitts' body as a point-of-purchase display.

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