Under Armour appoints OMD as Media AOR in APAC

Omnicom Media Group (OMG) agency OMD has been appointed the Media Agency of Record (AOR) for Under Armour in APAC, following a six-month pitch process that included agencies from multiple holding companies.

OMD will be responsible for brand and performance media planning and buying across China, Korea, and South APAC, which comprises Australia, Singapore, Malaysia, Thailand, and Hong Kong. The decision builds on the relationship that began in 2023, when Under Armour named OMD its Media AOR for North America and EMEA.

Charlotte Lee (pictured), CEO, OMD APAC, said: ”Since 2023, Under Armour and OMD teams across North America and EMEA have been co-creating solutions that drive growth in an increasingly complex media ecosystem and highly competitive consumer category. As that collaboration expands to a new market with its unique challenges and opportunities, OMD APAC will bring our industry-leading talent, tools and technology to the core mission of turning consumers into Under Armour customers and turning Under Armour customers into Under Armour loyalists.”

Dimitrija Georgiev, Head of Media and Digital Marketing, Under Armour, said: ”We are excited to expand our global partnership with OMD. Their unmatched scale, sharp strategy, fresh thinking, and best-in-class analytics make them an exceptional partner. As our brand continues to grow globally and lean further into a digital-first approach, this collaboration will help us stay connected, move faster, and maximise impact. We’re energised by what’s ahead and what we’ll build together.”

During the pitch process, OMD demonstrated the ability to deliver data-driven capabilities and solutions that drive growth. Backed by its strong leadership position in China with advanced social and ecommerce capabilities, OMD has proven expertise in consolidating brand and performance within a single agency team.