The Loop has been retained by Under Armour Golf to help drive the brand’s UK and European marketing and PR.
The newly launched agency – which is headed up by joint partners Mike Harris, Paul O’Hagan, Alex Narey and Chris Barrett – will help elevate and showcase Under Armour’s product line throughout 2025 and beyond after signing a multi-year contract, effective immediately.
Utilising extensive industry contacts across both trade and consumer media, The Loop will look to generate an ‘always-on’ PR approach covering product launches and brand stories, amplifying performance-driven content to help post-launch product sell-through.
Creative storytelling with needle-moving content creators will enhance key brand messages, while The Loop’s own creative content – via written work, video and imagery – will help bring trade stories to life around Under Armour products. The agency will also undertake media buying and support with marketing strategy.
Neil Heslop, Under Armour Golf, said of the appointment to hire The Loop: “We are incredibly excited to be working with a team that has fresh ideas and a creative outlook at a time when there is so much positivity around Under Armour and its golf range.
“This is the first time we have worked with a full-scale marketing and PR agency and after first speaking with The Loop, it became clear that we all have a shared vision to take Under Armour’s story to the next level.
“The experience of the team, with their extensive knowledge of the market and industry contacts, will ensure Under Armour is best placed to highlight, market and amplify new products and to continue the exciting journey we are on.”
Paul O’Hagan, joint partner at The Loop, said: “This is a fantastic opportunity for our agency to work with one of the most-forward-thinking brands in sport, and to elevate the Under Armour Golf story across the UK and European markets.
“We are excited that such a great brand has put its faith in The Loop. We live and breathe performance golf products and are incredibly excited to showcase our experience and knowledge.
“Under Armour delivers the very best in athletic performance. No other brand has made such a statement in golf over the last ten years, with a product line that continues to evolve. We can’t wait to start the journey and help communicate key messages around Under Armour Golf.”
Under Armour has quickly built a reputation as a global leader in golf apparel and footwear, and has seen incredible growth in recent years, in part thanks to its partnership with three-time Major winner Jordan Spieth. The 31-year-old signed with the brand after turning professional in 2013 and has played a major role in evolving the Under Armour line of golf specific products with a focus on performance.
Over the last 12 months, Under Armour’s Drive Pro Series footwear has surged in popularity thanks to the combination of performance and comfort. The Under Armour Golf Performance Centre at Stoke Park has seen professionals, golf media and consumers all see performance gains when switching into Drive Pro golf shoes. Major plans for the Under Armour Footwear Optimisation Process in 2025 will see more golfers than ever experience the benefits on offer.
The Loop, which started trading in January with the company launching at the PGA Show in Orlando, offers a complete marketing and communication, public relations and representation service, drawing on the team’s creative background and deep knowledge of the golf media landscape.
With over 60-plus years’ combined experience working in senior roles spanning media, design, marketing, sales and communications, The Loop’s collaborative approach will aim to deliver the best ideas to create and support engaging and premium PR campaigns, predominantly across the golf equipment, apparel and travel sectors.