Under Armour, going outside for the first time for media planning and buying duties, has tapped Optimum Sports, a unit of Omnicom Media Group.
Among its initial tasks will be media placement of the sportswear company's new TV, print, and digital campaign for footwear that will launch during the upcoming back-to-school sales season. It's not known what Under Armour is spending on the pitch; industry sources said Under Armour invested $25 million in media spending for all of 2010.
Under Armour’s shoe business is a top priority at the Baltimore company. Last month, company CEO and founder Kevin Plank advised shareholders to stay confident about the sportswear maker’s fledgling footwear lines, noting growth is on the way. Sales of the company’s footwear dropped 7 percent in 2010 to $127.2 million as the firm slowed expansion of existing business to focus on reinventing Under Armour sneaker lines.