Lg2 wins Under Armour

As the brand's first AOR in Canada, the shop is tasked with developing creative for its global hockey strategy.

Lg2 Toronto has been named Under Armour’s creative agency of record in Canada, the brand’s first in this market.

The win comes following a competitive pitch involving an undisclosed number of agencies.

“This is a big step for Under Armour in Canada,” Shana Ferguson, the fitness apparel brand’s head of marketing for Canada said in an emailed statement. “We need a creative agency able to deliver integrated marketing efforts grounded in deep Canadian insights that meets our high global standards. We were looking for a partner with great chemistry and shared commitment to the UA brand, and Lg2 clearly separated themselves from the rest.”

The agency’s first task will be to work on Under Armour’s global hockey strategy and the creative to support it.

Currently, the brand has deals with a number of professional hockey players, including Carey Price, Drew Doughty and Phil Kessel. It has also been involved with youth hockey in Canada, including its “Storm the Centre” initiative, a partnership program with the Toronto Maple Leafs, Montreal Canadiens and Edmonton Oilers that allows young players to hit the ice in their idols’ home stadiums.

Last year, the brand also brought its “Team UA Next” competition to Canada, where through a partnership with Sport Chek, it searched for its next youth ambassador.

While Lg2 has worked on Nike in the past, no conflicts emerged at the agency from this new account win.

In the U.S., Under Armour has had a working relationship with Droga5 since 2013, with the agency named its AOR in 2015. The shop is responsible for award-winning campaigns for the brand including “I Will What I Want” and “Rule Yourself.”