In 2019, global performance-wear brand, Under Armour, made its entry in India by opening their first store in the capital city, New Delhi. The greatest Olympian of all times and global ambassador for Under Armour, Michael Phelps was accompanied by the brand’s Founder & Chairman, Kevin Plank and Chief Operations Officer Patrik Frisk, who came to India for 48 hours to launch the brand.
With the objective of building awareness for the brand, driving greater footfalls to the store and optimizing time with the brand assets, we strategized and successfully executed one of the greatest launches of all times. We decided to use India’s two biggest passion points – Cricket and Bollywood – to ensure the target audience of the brand – a focused performer – knows that Under Armour is here to stay.
We took Michael and Kevin to their first-ever live cricket match – Indian Premier League where they were interviewed by Star Sports (seen by over 200 million) at the stadium (filled with thousands). We also invited the fittest in the country for a power-packed fitness bootcamp with the greatest Olympian and captured the attention of Bollywood fans through an exclusive training session with Bollywood’s newest fitness enthusiast, Katrina Kaif. Through the 48-hour launch we secured 350 + stories across print, online and electronic media and over 1000 posts on social media, creating over 268 million earned PR impressions.