In a significant move in the regional media landscape, Omnicom Media Group’s OMD has been named the media agency of record (AOR) for Under Armour across the Asia-Pacific region. This comes on the heels of a rigorous six-month competitive pitch involving agencies from various holding groups.
With this win, OMD expands its global partnership with Under Armour, building on its existing remit in North America and EMEA, which began in 2023. The new APAC mandate covers brand and performance media planning and buying across several key markets—China, Korea, Australia, Singapore, Malaysia, Thailand, and Hong Kong.
Charlotte Lee, CEO of OMD APAC, shared her thoughts on the partnership’s growth, stating: “Since 2023, Under Armour and OMD have worked closely to drive growth in a complex and highly competitive environment. As we take this partnership into APAC, OMD will bring industry-leading talent, tools, and technology to turn consumers into loyal Under Armour customers.”
The appointment underscores Under Armour’s confidence in OMD’s strategic capabilities and regional strength.
Dimitrija Georgiev, Head of Media and Digital Marketing at Under Armour, noted: “Their scale, sharp strategic thinking, and data-led approach make them an ideal partner. As we grow our brand globally and deepen our digital-first approach, OMD’s expertise will help us move faster and stay connected with our consumers.”
OMD’s pitch stood out for its unified approach to brand and performance media, a robust presence in China’s dynamic media ecosystem, and access to Omnicom’s “Agency as a Platform” model—an integrated solution drawing on the best of its networked agencies.
This announcement also aligns with OMD’s newly launched global positioning, “We Create What’s Next,” which aims to fuel brand growth through innovation in retail media, connected TV, creator ecosystems, and emerging technologies like generative AI. As brands like Under Armour double down on strategic and tech-forward media investments, partnerships like this are a strong indication of where the future of marketing is heading—driven by insight, scale, and innovation, but powered by trust.
Read more: Initiative Appointed As Media Agency On Record For Sensodent
