JanBrandMarketingProductMarketingKey MomentsFebMarAprMayJunJulAugSepOctNovDecH1 – ThreadborneH2 - W‘omen’s TraningH3 – Curry 4Run The SpectrumRunningSIRO+SEAMLESS+MICROTHREADSuper ArmourTHREADBORNE Train/RunReactorGemini 3+Velorcity+EuropaSlingFlexCurry Z3roBandit 3Fortis 3Charge ReactorCurry 4Armour RoadshowUA RaceSC China TourNBA China GameCalendar视频 &KV 都有branding根据女性独立巴拉巴拉，运动精神 参照 CURRY 3
Strategy#1Brand Campaign: 3 Holidays (Threadborne + W’s Training + Curry 4)Key Moments: SC Tour + NBA China Game#2Key Products Launch: Tier 1 but not include in HolidaysKey Moments: Armour Roadshow Final + UA Race + Other Athlete’s Tour + Double 11#3Products Launch: Tier 2 & Limited Collection in Tier 3Key Moments: CNY + Super Bowl + Women’s Day + NBA ASW & Final + Tmall’s Brand Day + End of Season Sale (Twice) + Christmas + Selected Cities of Armour Roadshow + Selected store opening + UA Training Session’s Kick-off
• Reaffirm TRAINING as the DNA of the BRAND.• Build 2 key innovation tech platforms through layering stories: Threadborne & Reactor.• Strengthen the leading position in head-to-toe Training products and UA Training experiences.Men’s Train
• Grow UA position in RUNNING. Leverage more runners, especially basic level.• Build up own digital Running platform: UA Run• Keep building franchise footwear: Gemini 3, Bandit 3, Fortis 3.• Invest on new innovations: Threadborne & ReactorRun
• Leverage SC and NBA to strengthen UA positon in Basketball. Maintain the growth rate of SC’s collection.• Establish on-court performance image. Be more efficient on non-Curry FTW like Drive 4.• Invest lifestyle APP as the growth opportunity. Be a part of the game’s off-court trend.Basketball
• Build up UA Women‘s brand image. Elevate both style & performance.• Protect and grow Bra and Bottom. Pave to Premium with FTW & APP.• Leverage other categories with star athlete like Golf, Tennis and Soccer.Women’s Train & Other
Holiday 1Holiday 2Holiday 3Armour RoadshowCurry TourNBA China GameUA RaceRunning FTWsBudgetCatogoryTrainingW's TrainingBsasketballTrainingBsasketballBsasketballRunningRunningTimeAPR+MAY+JUNJUL+AUGOCT+NOV+DECAPR to OCTJULOCTNOV+DECFEB+JUL+AUG+SEPSocial Campaign√√√ √√ 600,000Wechat DSP√√√√√√ √600,000WEIBO Official√√√ √ 3000,000QIE TV √√√ 800,000HUPU √ √√ 1,500,000TENCENT√√√ √√ 4,000,000NETEASE （盯一下后续的排期） √ √√√ 2,000,000JOYRUN （不确定走不走激创） √√3,000,000KEEP√√ √ 2,000,000CODOON √500,000SINA √√ √1,000,000Total19,000,000Media PlanQIE TV ： Road show 12 站每站配直播， 4 个城市出主播资源 决赛 包装 + 直播 小型直播参照 CURRY TOUR 2016
年度 planBY 每个项目 去谈一下14 号过一下进度媒体 budget 不会变了额外的待定
