Sparro by Brainlabs, the agency that has transformed from a pure-performance agency into a full-funnel media buyer over the past five years, has secured the Under Armour account. The global sports apparel, footwear and accessories brand, founded in 1996, will see Sparro manage its paid digital media, above-the-line media, SEO, and affiliate marketing.

Under Armour's Head of Marketing, Priscilla Larke, expressed her enthusiasm for the partnership, stating, “We’re really excited about our partnership with Sparro. Together, we’re chasing the next generation of athletes and sports enthusiasts. Our agencies and their capabilities now reflect our own ambitions, capability and performance focus.” Larke also praised Sparro's approach, saying, “We were really impressed with Sparro’s digital-first approach, balanced with their above-the-line capabilities.”

Sparro's evolution into a full-service agency has been a strategic move to meet the future needs of its clients. The agency began building its data science team in 2019, expanded into creative and production with the acquisition of Jack Nimble in 2021, focused on building its affiliate team since 2022, and has been expanding its above-the-line media planning capability since early 2023.

Cameron Bryant, Co-Founder of Sparro by Brainlabs, spoke about the agency's growth and the Under Armour partnership. “Under Armour is the kind of brand we love working with: an ambitious challenger with a respected name that’s ready to go all-in on digital,” he said. Bryant also discussed Sparro's evolution, stating, “While we’ve been known for our paid digital media and SEO for over a decade, we’ve always been pushing ourselves to anticipate what our clients will need next... We’ve made multiple rounds of new hires, built new teams, and expanded our service model to the point that we can now call ourselves full-service.”

Under Armour joins a roster of clients that Sparro has won within the last 12 months, including Western Sydney University and Rabobank. The agency now manages over $200 million in annual advertising spend.