Home > Sales & Marketing > Advertising > Samsung, Harman Set To Score Big In Under Armour Sponsorship

Samsung and Harman are set to benefit from a decision made by US clothing brand Under Armour to expand their investment footprint in Australia by sponsoring another popular football team.

Harman, who is owned by Samsung, is already selling JBL, Under Armour branded headphones and accessories in Australia from major retailers like JB Hi-Fi as well as on their website.

Under Armour partnered with JBL and Samsung in January to create ‘a seamless digital ecosystem for the runner’.

Yesterday Under Armour announced it had signed on as a significant sponsor with Melbourne AFL team Essendon, in what is now they’re second major Australian sponsorship after investing in a four year deal with Sydney FC.

Labelled “a call to arms”, Essendon will carry the Under Armour brand over the course of a five-year partnership as the clothing brand attempts to build its brand awareness in Australia.

Under Armour is looking to expand in Australia, opening flagship stores to supplant their online business, following a significant increase in global sales to $5.2 billion (USD) from $2.2 billion in 2018, thanks in part to the company’s “get big fast” strategy.

‘It’s a great time to grow our partnership with Under Armour, a leading performance company, especially as consumers continue to rely on technology to take their health and fitness to the next level’ said Samsung Head of Marketing, Elina Vives.

Integration between Under Armour branded headphones from JBL and Samsung products, like their Galaxy Watch, will be a chief selling point for the brand next to their connected sportswear products.

There 275 million-plus digital health and connected fitness platform – MyFitnessPal, MapMyRun and Endomono – has provided the company with immense data on its customers.

According to Mr Plank, nearly 30% of Australians have downloaded one of Under Armour apps, however, their awareness in Australia remains relatively low.

The push into connected sportswear in Australia will be a big opportunity for the US clothing brand following the launch of its “smart shoes” which have a built-in chip to measure athletic performance on one of Under Armour app.

Under Armour is looking to target what they call the “focused performer” with a single global platform to reach that consumer.

In an interview with Business Insider, Under Armour CEO Kevin Planck said, ‘what we want to do is provide [consumers] an opportunity to come somewhere where they can see the entire brand in all its glory, all the innovation, all the great messaging’.

There are currently nine stand-alone stores in Australia, with their tenth store reportedly opening up in Adelaide this week.

Under Armour has a dedicated online store as well as authorised resellers such as Rebel sports and The Foot Locker.

In an interview with AFR, Mr Plank claimed the company will be opening one store every 36-hours, complemented by ‘strong e-commerce and digital approach’.


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