Under Armour is reaching out to young consumers with more digital advertising, and sacrificing some TV spend in the process. Although the brand acknowledges the power of TV ads to “get you there faster,” they feel digital media covers more ground considering “consumers are just in a constant state of [media] consumption.” Their approach is to be “24/7 everywhere the [target consumer is]” whether on the field or during a “cultural moment” like The Oscars. They are also continuing their experiential marketing efforts, after a five-city tour with Stephen Curry earned 5 billion impressions and a sold out shoe line. (Business Insider)
