Under Armour has appointed TBWA\RAAD to lead the creative advertising for its Middle East brand campaign. The new partnership comes into effect immediately and will see TBWA\RAAD’s communications remit cover Under Armour’s local brand campaign, enhancing the brand’s strong presence across key markets in the Middle East.
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Addressing the appointment, Nadia Nahhas, Marketing Lead at Under Armour Middle East said: “We are looking to disrupt the Middle East market and take sports industry communication to a whole new level in the region. With this in mind, we decided to partner up with an agency that believes in disruption and standing out in unique ways. We are very excited and looking towards a great impact with TBWA.”
Joe Lahham, Managing Director at TBWA\RAAD said: “Under Armour is a true challenger brand with a sharp focus on advancing athletes’ performance, that pushes beyond the limits of what humans think is possible. We are very excited to partner with a brand whose spirit reflects our thinking and to put our energy into creating courageous and bold work that challenges the status quo, defies all limits and breaks boundaries. We greatly look forward to a disruptive journey with Under Armour.”
One of the region’s leading sports apparel and equipment company, Under Armour encourages and motivates people to move and take on challenges head on. It’s all about starting today, right away. In line with its expansion in the region, the brand is launching its biggest store in the coming months in the UAE.
TBWA\RAAD is a leading creative agency in the Middle East, founded on a vision of Disruption® and a commitment to overturning cultural and market conventions. The agency specialises in anticipating future trends and defining unique strategic platforms.