The partnership will focus on accelerating growth in Europe among the next generation of Under Armour shoppers and fans, as the brand shifts its strategy to target young team sports athletes of all levels, as well as Gen Z looking for sports infused lifestyle gear.
Central to the business will be managing Under Armour’s presence on Amazon, across UK, Denmark, France, Italy and Spain. The company is looking to scale its direct-to-consumer business across distributor channels, while doubling down on its Sports House messaging launched last year at its flagship retail concept store in Baltimore, Maryland, USA.
Incubeta will be responsible for ongoing Amazon Europe Account Management across Content, Operations and Amazon Sponsored Ads, including the entire brand experience, A+ Content, imagery, video, descriptions, and product categories.
The goal is to create a stronger brand message and experience on Amazon that is consistent with its ecommerce brand experience and positioning.
Andrew Turner, MD, Incubeta UK, said: “Under Armour is an iconic sportswear brand. Its shift in approach to target young team sports athletes and Gen Z provides a huge opportunity for growth. Not only because of the opportunity that Amazon provides for convenience and service, but also its continued evolution as a platform.
“We are excited to partner with Under Armour at this time, to help it outperform its ambitions for growth and on the brand experience it creates for its customers.”
