Under Armour Used Real-Time Data, Display Ads to Drive Holiday Sales

Under Armour has become a sports apparel giant over much of the past two decades. The Baltimore-based company, which has sponsored some of the world’s biggest athletes, including New England Patriots quarterback Tom Brady and Washington Nationals outfielder Bryce Harper, has tapped into data — and display media — to promote winter sales leading up to Christmas.

Jason LaRose, Under Armour’s new senior vice president of ecommerce, wanted to generate excitement for its product lines by creating “highly relevant and engaging” holiday advertisements that reached far beyond UnderArmour.com.

Days before Black Friday, Under Armour launched an 18-day promotion for its full holiday gift guide using Google’s lightbox ad format — a type of unit that expands into a full-page takeover ad — to attract interest in the brand. Read more...