Under ArmourMallory Patterson

Mission

“To make all athletes better through passion, design and the relentless pursuit of innovation.”

Company Background

American sports clothing and accessories company

Global headquarters in Baltimore, Maryland

Founded in 1996 by Kevin Plank, a then 23-year old former special teams captain of the University of Maryland football team

Competitors

Target Audience

Students ages 15-22

Young athletic males and females

Key Performance Indicators

Increase in sales of apparel

Increase number of ‘likes’ on Facebook page

Increase number of ‘followers’ on Twitter page

Big Idea

Develop a digital marketing strategy that targets athletic males and females to encourage them to buy athletic apparel and accessories

Consumers to be more connected with this brand rather than competitor brands

Social Media

Tools & Tactics

Facebook daily posts

Twitter daily posts and hashtags

Pinterest boards and contests

Social Media

www.facebook.com/underarmour

www.twitter.com/UnderArmour

Budget

$50,000 a month, $600,000 per year and $1,644 per day

30% of the for Google Analytics

30% of budget for Pay Per Click

25% of budget for Social Media

15% of budget for Mobile App