According to Sport Business, Under Armour has hired brand communications agency PrettyGreen as lead PR agency partner in the UK. PrettyGreen has been contracted to build awareness of the Under Armour brand, products and sponsorships within the UK for an undisclosed fee.
The Agency was first brought in to run a project in 2011 to launch the new Under Armour Welsh Rugby Union kit.
Reporting into Vice President of Global Communications and Entertainment, Diane Pelkey, PrettyGreen will deliver Sport and Digital communications for the brand in a year that sees Under Armour become kit sponsor for Barclay’s Premier League club Tottenham Hotspur.
The PrettyGreen Sport team will work closely with the Under Armour PR and Marketing teams to build the brand’s UK profile and educate consumers about Under Armour products and innovation through product placement, new product launches, sponsorship and athlete activation and brand PR across sport, lifestyle and trade platforms.
PrettyGreen’s remit will also include Digital, involving development of Under Armour’s UK social media strategy across platforms including Facebook and Twitter.
Pelkey, Vice President of Global Communications and Entertainment, Under Armour, said: ‘As experts in brand building, PrettyGreen brings to the table a proven track record and the ambition to tell the Under Armour story and engage our key consumer audiences. The team has extensive sport and lifestyle media contacts, impressive digital credentials and strong sports marketing experience.’
Lucy Mart, Head of Sport at PrettyGreen added: ‘Opportunities to work with true innovator brands don’t come along every day. Under Armour has a unique offering and its products are pretty much unrivalled by any other sports apparel brand. 2012 is set to be a monumental year for Under Armour. We’re excited to be playing a key role in building the brand’s fame within the UK and include Under Armour within the growing PrettyGreen sport portfolio.’
It will be interesting to keep a strong scrutiny on PrettyGreen PR and communication campaigns around the launch of UA and Spurs partnership. Needless to remind you guys that Under Armour sponsors a major EPL football club, and their positioning in the Premier League football landscape will be crucial.