Dive Brief:
- Droga5 is getting the nod as Under Armour’s first ever agency of record.
- After a two year relationship, Droga5 is set to take over every category of Under Armour’s athletic products aside from American football.
- In June the Droga5 campaign “I will what I want” earned Under Armour the only Cannes Lions Grand Prix awarded in the cyber category.
Dive Insight:
Under Armour has been working with Droga5 since September 2013, beginning with its women’s business. As the athletic brand's agency of record, Droga5 will take over Under Armour’s training, basketball, running, global football and connected fitness categories, but not the American football category. Droga5 has been creating campaigns outside of Under Armour’s women’s category in recent months.
Under Armour founder and CEO Kevin Plank said in a statement, "David Droga is a true visionary and is fearless in his pursuit of culturally impactful creative. He and his team at Droga5 have been true partners in helping us elevate and express our own brand story, as we look to inspire athletes all over the world. Together, we have created iconic work and look forward to many more chapters to come."
Following Under Armour's Grand Prix win this summer for a campaign produced by Droga5 and featuring supermodel Gisele Bundchen, Cannes Lions jury president applauded the winning effort for being "social by nature and real-time by design."
