Creativity in Sports Marketing, with Under Armour

As one of the big global players in the sports industry, it’s fair to say that Under Armour know a thing or two about sports marketing, which is why it was great to be joined by their Sports Marketing Manager, Kyle Albrecht, for The Clearing.



Thoughtful. Selective. Creative. This is how Kyle defines Under Armour’s approach to player and team partnerships.


Whether it’s supporting Andy Murray as he shifts from World Number 2 to World Number 1 in the tennis world, or nurturing a partnership over time with amateur teenager Jordan Spieth, who before long has become now of golf’s greatest at the mere age of 23, it’s more than just contracts and hard negotiations. After all, why sign an athlete who doesn’t live and breathe your brand?


Under Armour are all about being young. Being fearless. Being aggressive. And if you take a look at some of their bulging elite stable, you may notice some similarities. Field MVPs like Steph Curry and Cam Newton, record-breakers in Michael Phelps and Lindsay Vonn, or closer to home, Heavyweight Champion in the World, Anthony Joshua – they all have these similarities engrained within.


As Kyle said, it’s more than what you do on the pitch, it’s just as important the off-pitch work takes place in the long haul. As their recent campaign It Comes From Below will detest, it’s what you do that will put you in the light, and that means scouting the next big thing long before they’re hitting the headlines.


In the UK, it’s football where Under Armour’s focuses are beginning to lie within. First Memphis Depay, PSV Eindhoven and Eredivisie’s golden boy, joined the team in 2015. A year on, Under Armour’s squad includes high-flying Tottenham Hotspur plus future-focused Southampton and historical greats Aston Villa, whilst Arsenal’s Petit-like Granit Xhaka was also welcomed to Team UA, too. The squad is growing, rapidly, yet each signature is as meticulously planned as the last, each performance analysed, to ensure that each potential is fulfilled, time and time again.


Under Armour are one of the industry’s fastest-growing sports performance brands and after listening to Kyle we’re more convinced than ever that they are just getting started.