Under Armour: College Ambassador Program

Under Armour, a leading footwear, sports, and casual apparel brand, tasked YMC with amplifying the brand's relevance on campus and empowering students to live healthy lives through sport and exercise.

Situation YMC designed a collegiate brand ambassador program from strategy through reporting, which activated at Under Armour partner campuses nationwide. Ambassadors worked to increase purchase consideration and loyalty among college students through interactive events, peer-to-peer interactions, and engaging social media content.

Solution

Recruitment of Under Armour loyalists to serve as collegiate ambassadors

Driving retail foot traffic & purchases to local UA partner bookstores

Fitness-centric events catered towards Under Armour's target customers

Results

801K

Social media impressions on student-generated content

29K

Interactions with potential and existing Under Armour customers

350

Live activations executed over 15 weeks of programming

More Case Studies