As Tipsters Hinted, CP+B Takes Under Armour B-Ball Biz

By Kiran Aditham 

Since last Thursday, we’ve received tips that Crispin Porter + Bogusky was named AOR for Under Armour’s basketball division and now the MDC Partners agency confirms it. CP+B’s duties include developing a 360-degree campaign for Under Armour Basketball that includes TV, print and digital initiatives.

In a statement, UA SVP Steve Battista says, “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. 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.” Spies claim that CP+B beat out McKinney for the 15-year-old Under Armour’s hoops biz.

Update: Yep, sources familiar with the matter confirm that CP+B did indeed beat out McKinney as well as Goodby and twofifteenmccann.