Under Armour Names Droga5 Its First AOR

Under Armour and Droga5 today announced that they are expanding their relationship, naming the advertising agency as Agency of Record for the leading sports performance apparel, footwear and equipment brand. 

Droga5 was initially awarded the business for the Women’s category in September 2013, resulting in the successful I Will What I Want campaign featuring Misty Copeland and Gisele Bündchen. Off the success of that campaign and the strong partnership that the teams at Droga5 and Under Armour established - extending all the way up to Founder-level on both sides - Droga5 now adds Training, Basketball, Running, Global Football and Connected Fitness to its remit. 

I Will What I Want is considered one of Under Armour’s most successful campaigns in its history. Under Armour and Droga5 won a number of Advertising awards for the work, including two Gold Lions and the Cyber Grand Prix at the Cannes Lions Festival, a Gold Effie, a Webby Award, four Gold One Show Pencils, three Gold ADC Cubes and Advertising Age’s Marketer of the Year in 2014, among other accolades.

Kevin Plank, Founder and CEO of Under Armour said: "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.”

David Droga, Creative Chairman and Founder of Droga5, said: “Our relationship with Under Armour and its Founder, Kevin Plank, is one built on mutual respect and shared values - great ambitions, producing the best product and a desire to win.”

Under Armour has quickly become a flagship creative account for Droga5, racking up a number of creative and effective awards along the way. In addition to the new categories and international opportunities, Droga5 has also been working with partner WME|IMG on a number of additional content and partnership opportunities with properties such as The Martian movie starring Matt Damon and WME client, Dwayne “The Rock” Johnson. 

This summer, Droga5 launched their first Under Armour campaign for the Training category, Rule Yourself, featuring Misty Copeland, Jordan Spieth, Stephen Curry and Tom Brady, along with their first initiative for Global Football, Slay Your Next Giant.