Under Armour Selects CP+B for Basketball Creative
From our friends at Under Armour:
Under Armour, Inc., the leader in performance apparel, footwear and accessories today announced its selection of Crispin Porter + Bogusky (CP+B) to handle creative duties for the brand’s up-and-coming basketball division. The agency’s duties include 360-degree campaign development for Under Armour Basketball inclusive of TV, print and digital initiatives.
Under Armour, founded in 1996 by former University of Maryland football player Kevin Plank, surpassed $1 billion in revenue last year as the brand continued to set the industry pace in innovations designed to help athletes perform better. Recent Under Armour Basketball milestones include the fall 2010 launch of UA athlete Brandon Jennings’ signature shoe, Black Ice, and the additions of NBA rookies Derrick Williams and Kemba Walker.
“CP+B came in and presented to what can be a tough audience at UA and left little doubt that they possess the creativity to drive us deeper into the culture of basketball,” said Steve Battista, Senior Vice President, Brand, Under Armour. “They showed that they are the right partner on this in understanding the complex cocktail that is the soul of our brand, the importance of our heritage, and our relentless desire to share it with athletes everywhere.”
CP+B, a member of the MDC Partners network, has a client list that includes Microsoft, Unilever, Kraft, Phillips, Coke Zero, American Express, Domino’s Pizza, MetLife, Molson Canadian, Old Navy, Discovery Networks, SAS and Best Buy.
“Under Armour has lofty ambitions, a competitive fire, a scrappy persona and takes immense pride in what they do,” said Andrew Keller, CEO of CP+B. “Culturally, we can’t think of a more like-minded partner.”
The Under Armour Basketball NBA roster of athletes also includes Memphis Grizzlies guard Greivis Vasquez. The brand currently sponsors 13 collegiate programs, 21 high school programs and the Boost Mobile Elite 24, an elite showcase of the nation’s best high school basketball players.