How Under Armour teamed up with panda ads to drive awareness and brand love

Under Armour is a global innovator and leader in athletic performance apparel, footwear and accessories with a mission to help athletes perform at their best.

Under Armour aimed to boost brand awareness and customer engagement in Taiwan’s oversaturated sporting goods market. To stand out, they partnered with panda ads for a situational marketing campaign that took full advantage of the excitement of one of the world’s most-watched sporting events. Through a full-funnel approach, the campaign combined exclusive collaboration boxes, in-app ads and multi-channel promotion across social media, PR, and influencer engagement. The 360-degree strategy maximised brand visibility, fan buzz, and connections with audiences at key moments.

Standing out on the global stage

Being a front-runner during a worldwide sporting event was no easy task. To capture a meaningful share of the conversation and make a lasting impact, Under Armour partnered with foodpanda, a beloved brand in Taiwan, trusted by consumers and known for successful collaborations with iconic names like Coca-Cola, Visa, and Disney+.

Through panda ads, foodpanda offered Under Armour a unique opportunity to engage its audience at different stages of the customer journey. Building on the excitement of an event that brings families and friends together, panda ads helped Under Armour create a feeling of togetherness and shared experience.

panda ads’ tailored services provided Under Armour with end-to-end campaign support, turning the campaign into a highly successful omnichannel push that created memorable moments for their audiences.

An out-of-the-box collaboration

At the heart of the campaign was the exclusive “Party Box,” a one-of-a-kind product created in partnership with foodpanda. Designed to align both brands during the sporting event, the box curated a selection of snacks, beverages, and exclusive Under Armour merchandise — tailored to elevate the at-home viewing experience. Available only on the foodpanda platform, this limited-edition box sparked a sense of urgency and FOMO among consumers, making it a must-have item during the event.

To further amplify the emotional connection, Pau-Pau, foodpanda’s beloved mascot, was integrated into the design of the collaboration box. Pau-Pau’s popularity and strong connection with foodpanda users helped Under Armour create a more engaging, memorable experience that resonated with consumers long after the event concluded. The Party Box boosted brand recognition and kept Under Armour and foodpanda top of mind throughout the duration of the sporting event.

Leveraging the omnichannel potential

The campaign’s promotion leveraged an omnichannel strategy to ensure maximum reach and visibility across key touchpoints. High-visibility in-app pop-ups, home screen ads, push notifications, and carousel banners on the foodpanda platform frequently reminded users about the launch of the Party Box, keeping the limited-edition product front and centre during the event.

The excitement towards both brands was also heightened by organic social media posts, influencer partnerships, and PR initiatives that hyped the event-themed product while highlighting the importance of coming together to enjoy the shared experience and support their favourite athletes. Pre-launch buzz was generated through teaser activities, including unboxing by athletes and influencers, building anticipation ahead of the product release.

Under Armour’s front-runner strategy

Under Armour’s success was rooted in foodpanda’s strong consumer connection. By tapping into Pau-Pau’s appeal and foodpanda’s brand loyalty, Under Armour created a deeper emotional resonance with consumers, which helped reinforce positive associations with the brand.

The campaign was powered by foodpanda’s creative and production expertise, with their in-house team developing engaging content and assets that ensured cohesive messaging across every touchpoint. From the design of the collaboration box to the visuals for in-app ads and social media, every element reinforced the campaign’s core message. 

Under Armour’s partnership with panda ads allowed them to connect with over 6 million consumers through cohesive messaging promoted both in-app and across third-party channels during the five-week campaign. The collaboration boosted brand awareness while driving sales and conversions, further solidifying Under Armour’s presence in the highly competitive Taiwan market.

The strategic collaboration, along with panda ads’ full-funnel marketing solutions and tailored support, drove tangible results in terms of sales and conversions for both brands.