Deutsch to Handle Under Armour's PR

Athletic-Apparel Maker's Advertising Remains In-House

By Published on .

CHICAGO ( -- Under Armour has tapped Deutsch -- but not to handle its advertising.

Instead, the fast-growing athletic apparel and footwear concern, which grew revenue to $431 million in 2006 from $281 million a year earlier, hired the shop to handle PR. The account was formerly handled by Arnold, said Steve Battista, Under Armour's VP-brand.

Though the relationship will also include some global brand consulting, it does not involve creative advertising, Mr. Battista said. Under Armour makes all of its ads internally, including the memorable "Protect This House" and "Click-Clack" campaigns.

Eyeing new markets
The move comes as Under Armour eyes new product segments and markets as it aims to continue its explosive growth trajectory. Having started out primarily by selling moisture-wicking undershirts and cleats to men, the marketer last year launched a major push behind its women's line.

Next year's plans include launching a line of cross trainers, the company's first noncleated footwear offering.
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