2. Mission
“To make all athletes better
through passion, design and the
relentless pursuit of innovation.”
3. Company Background
American sports clothing and accessories company
Global headquarters in Baltimore, Maryland
Founded in 1996 by Kevin Plank, a then 23-year old
former special teams captain of the University of
Maryland football team
6. Key Performance Indicators
Increase in sales of apparel
Increase number of ‘likes’ on Facebook page
Increase number of ‘followers’ on Twitter page
7. Big Idea
Develop a digital marketing strategy that targets
athletic males and females to encourage them to
buy athletic apparel and accessories
Consumers to be more connected with this brand
rather than competitor brands
Social Media
10. Budget
$50,000 a month, $600,000 per year
and $1,644 per day
30% of the for Google Analytics
30% of budget for Pay Per Click
25% of budget for Social Media
15% of budget for Mobile App
