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How Under Armour Makes Its Snapchat Ads In 5 Seconds or Less

March 07, 2018 / Lauren Johnson

From virtual slam dunks to interactive mobile games, Under Armour is finding its groove on Snapchat. Within the roster of brands continually testing new creative and ad formats, Under Armour is trying to rise to the top, and it’s using the social platform as its springboard. The strategy makes sense, as there’s a seemingly rational relationship between Under Armour and Snapchat, even more so than Instagram: Snapchat’s audience of under-16 sports fans match up well with Under Armour’s basketball gear, kind of like Russell Westbrook going one-on-one with Kyrie Irving. As Snapchat builds out its ad business (it recently began aggressively courting smaller advertisers like ecommerce startups and mobile games), bigger brands like Under Armour want to play ball.