Mumbai: Global media agency OMD, part of Omnicom Media Group, has been appointed the Media Agency of Record (AOR) for Under Armour across the Asia-Pacific (APAC) region, following a highly competitive six-month pitch that involved agencies from several major holding companies.
This strategic win extends OMD’s existing partnership with the athletic apparel giant, which began in 2023 when the agency was named AOR for Under Armour in North America and EMEA (Europe, Middle East, and Africa). The new APAC mandate covers key growth markets including China, Korea, Australia, Singapore, Malaysia, Thailand, and Hong Kong.
As part of the expanded brief, OMD will oversee both brand and performance media planning and buying, aiming to deepen consumer engagement and drive conversion across Under Armour’s diverse regional markets.
“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,” said Charlotte Lee, CEO of OMD APAC. “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.”
Under Armour’s Head of Media and Digital Marketing, Dimitrija Georgiev, echoed the enthusiasm: “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.”
The appointment further strengthens OMD’s position in the region, following its recent recognition as the top-ranked agency in Southeast Asia, Australia, and New Zealand in the RECMA Diagnostics report. The agency also maintained its #2 ranking across APAC for the third consecutive year.
With this latest win, OMD continues to solidify its reputation as a global leader in integrated media solutions and brand partnerships.
