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Droga5 Wins Creative Work on Under Armour

Agency to focus on women's brand

Women's products at an Under Armour retail location in Baltimore

Under Armour has hired Droga5 to lead creative work on its products for women, a key area of focus for the brand.

“We have worked hard to evolve and elevate our relationship with the female consumer,” said Leanne Fremar, svp and executive creative director of women’s products at Under Armour, in a statement. “We are incredibly excited about the perspective and talent Droga5 can lend as we broaden our reach in this space.”

Overall, Under Armour spent $13 million across media in 2012, according to Kantar. It spent $9 million in the first half of 2013, double the $4.5 million it spent in the first half of last year.

“Under Armour is one of world’s fastest-growing brands,” said Sarah Thompson, CEO of Droga5, New York, in a statement. “They’ve built a soaring business on an incredibly strong brand DNA and have ambitious global growth plans.”

Droga5's first work for Under Armour will launch in 2014. The agency is also expected to help the brand's in-house creative team—which has historically handled the majority of its advertising—on other aspects of its business.

The win coincides with Droga5's divorce from longtime client Puma, which is now searching for a new lead agency.

Under Armour considered pitches from three other agencies for the women's business, and works with a number of shops on a project basis. Crispin Porter + Bogusky has created basketball and women's wear campaigns for the brand in the past, but split with the client last fall. Red Tettemer O'Connell + Partners remains a roster shop focusing largely on digital efforts. This year, Under Armour has also worked with Fallon, Humble, and Hush.

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