US sportswear brand Under Armour targets Europe with MTV show

Under Armour: brand ambassadors include Welsh rugby star Jamie Roberts
Under Armour: brand ambassadors include Welsh rugby star Jamie Roberts

Under Armour, the sports apparel brand, is preparing to launch its first major European marketing push as it attempts to grow brand awareness outside the US.

It plans to air a branded-content series on MTV called New Battles, New Armour in the coming weeks.

It will feature Under Armour’s brand ambassadors, who include Welsh rugby star Jamie Roberts and QPR footballer Bobby Zamora.

They will be shown training with unexpected partners, such as a Shaolin warrior monk. A social-media push will support the series.

The brand aims to gain recognition in the UK when it becomes the kit supplier for Tottenham Hotspur FC next season under a five-year deal.

Blair Tripodi, Under Armour’s EMEA managing director, said it would use the ‘New Battles, New Armour’ campaign to activate the sponsorship.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now