Under Armour appoints OMD as media AOR in APAC

OMD is named the media agency of record for athletic apparel brand Under Armour (UA) spanning Asia Pacific. The new mandate, pegged at approximately US$40 million according to COMvergence, covers brand and performance media planning and buying across key markets, including China, Korea, Australia, Singapore, Malaysia, Thailand, and Hong Kong. The contract begins on July 1, 2025.

Campaign understands that the Asia business is won from Wavemaker. The incumbent managed digital media duties across China and Philippines, with an estimated US$16 million in billings, according to COMvergence's 2022 data. Campaign also understands that Wavemaker defended the account in the six-month long competitive pitch. 

This win consolidates OMD’s media mandate with Under Armour, adding APAC to its remit alongside North America and EMEA, which the agency won in July 2023 after a five-month review. At the time, the RFP outlined a combined $146 million in media spend—$110 million in the US and $36 million in EMEA—covering both traditional and digital media planning and buying, with key markets in France, Germany, and the U.K.

With the APAC appointment, OMD now handles a big chunk of Under Armour's global media business.

In Australia, Under Armour’s digital media mandate is currently managed by indie agency Sparro, acquired by Brainlabs. Appointed in July 2024 after a pitch, Sparro oversees paid digital media, above-the-line media, SEO, and affiliate marketing. However, with OMD’s expanded APAC remit, the Australian media business will fully transition to OMD once Sparro’s tenure concludes.

Charlotte Lee, CEO of OMD APAC, said: "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. 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."

Dimitrija Georgiev, head of media and digital marketing at Under Armour, added: "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. We’re energised by what’s ahead and what we’ll build together."

This win bolsters OMD’s momentum, as the agency topped Campaign’s global media new business rankings in April.