UA FINAL PRESENTATION

“There has to be something better”—Kevin Plank

CEO and Chairman of the Board

2

MAKE A GREAT PRODUCT

“If the current growth continues, Powell says Curry could

potentially outsell LeBron James’s Nike shoe in 2017.” –Sports Illustrated, 2016

“We expect the 50%+ growth in footwear to continue for the foreseeable

future, as new product intros across running, basketball and golf have

been well received boding well for future releases,” --Camilo Lyon, FOX Business

3

. PROVIDE A GREAT SERVICE

“We stand behind everything we make. So if you experience any issues with quality or performance of

our gear, we’ll make it right.”

5

“The approximately 53,000 square-foot space is one of the most-recognized and high-traffic

areas in all of New York, and our plan is to build the most breathtaking and exciting consumer

experience ever.”

–Kevin Plank, CEO and Chairman

“The company has amassed the world's largest digital health-and-fitness community, with 150

million users. Plank envisions all of those users, and their metrics, as a big data engine to drive

everything from product development to merchandising to marketing.”

–INC.com

BUILD A GREAT TEAM

6

THE RIGHT TIME THE RIGHT ENVIRONMENT

7

“Revenue at the 2015 global box office crossed $38 billion for the first time in history,

surpassing last year's record $36.7 billion”

1/3/16

“What a year this has been at the movies. While it’s not quite over yet, Americans have

spent enough money at the box office this year to confirm that this will be the biggest

year that the US has seen.

2/1/16

The Yearly Box Office is up 4.4% from 2015.

Attendance is up 1.6% year-to-date.

Year-to-date January - August

Year Gross

2016 $6,978.5

2015 $6,802.2

*Gross in Billion

8

“Rentrak is giving Hollywood and theater owners an early Christmas present,

projecting on Tuesday that domestic box-office revenue will reach a record $11 billion

in 2015, the first time total ticket sales have hit that mark.”

12/22/15

SHATTERING BOX OFFICE RECORDS IN 2016

Q1 2016 Q2 2016 Q3 2016

Deadpool 2/12

$132,434,639 Opening

$363,070,709 Total

Gross

Batman V Superman:

Dawn of Justice 3/24

$166,007,347 Opening

$330,360,194 Total

Gross

Captain America: Civil

War 5/6

$179,139,142 Opening

$407,197,282 Total Gross

Finding Dory 6/17

$135,060,273 Opening


9

The Secret Life of Pets

7/8

$104,352,905 Opening


Suicide Squad 8/5

$133,682,248 Opening


BLOCKBUSTERS ALL YEAR LONG

10

OF

MOVIEGOERS

750MM+Annual

Attendance*

62%

+36 AFFILIATES

71%OPENING

WEEKEND

SHARE

O&O CIRCUITS3

NCM IS AMERICA’S MOVIE NETWORK

Source: CAC Market Representation Report As of Q1 2015

11

99%DIGITAL

DELIVERY

20K+SCREENS

1.8

3.8

0.7

Events

Broadcast

Top Cable

2.9

2.2

1.61.4

0.6-12%

Source: Npower, Live+7, Linear TV, no repeats, Top Cable = top 20 rated, Big 4 Broad = ABC, CBS, FOX and NBC, Awards = Oscars,

Grammys, Emmys, CMA, ACM, MTV Movie Awards & VMAs; Nielsen Cinema Audience Reports, 2014-2015

-12%

UNPRECEDENTED VIDEO FRAGMENTATION (A18-34)

10.2

9.9

8.6

12

2014 2015 2016*

0.5

TOP RATINGS AMONG PRIMETIME TELEVISION (A18-34)

Source: Nielsen Npower, Live+7, Linear TV, No Repeats, Aug'15-Jul'16

#110.2

#28.4

#35.3

#43.8

#53.5

#63.1

#72.9

#82.9

#92.7

#102.6

13

Source: Nielsen Npower, Live+7, Linear TV, No Repeats, Aug'15-Jul'16; based on Under Armour top 2015 primetime programs; note: The Big Bang Theory

refers to shows played on TBS

#20.7

#30.6

#40.5

#50.5

#60.4

#70.4

#80.3

#90.3

#10

0.3

TOP RATINGS AMONG UA PRIMETIME TELEVISION (A18-34)

#110.2

Caption / Source

#133.4

#221.9

#317.5

#713.3

#813.2

#910.9

#109.7

NCM MOVIES ARE PREMIUM LIVE EVENTS (A18-34)

Source: Npower, Live+7, Linear TV, No Repeats, Aug'15-Jul'16; * NCM Internal Estimates

14

#514.8

#614.2

#121.9

#217.5

#414.8

#514.2

#69.9

#74.7

#84.6

#92.6

#102.2

Source: Npower, Live+7, Linear TV, No Repeats, Aug'15-Jul'16; based on Under Armour 2015 Live Events (NBC Sunday Night Football, AFC Football Game-

CBS, ESPN Monday Night Football, NBA Playoff Game, NFL Thursday Night Football); *NCM Internal Estimates

NCM MOVIES COMPETE WITH UA SPORTING PROGRAMS (A18-34)

#316.8

* #416.8

*

31 44 53

NCM SCORES MILLENNIALS

30 35 40 45 50 55

Cable

PrimeBroadcast

PrimeMoviegoers

Source: Nielsen Cinema Audience Reports Jan – Dec 2014, NPM/MRI Fusion Data 2014

Median Audience Age

15

42 49

NBA NFL MLB

HIGHLY UNDUPLICATED REACH

2014 2015 2016*

Rank ProgramA18-34 Network

Audience Reach

1 FOX 20,326,000

2 NBC 19,981,500

3 ABC 17,957,250

4 NCM 16,463,227

5 CBS 15,866,250

6 FX 10,999,750

7 SV 10,318,588

8 AMC 10,124,500

9 TBS 10,075,750

10 USA 9,619,000


Audience Reach

1 NBC 19,743,750

2 NCM 19,614,483

3 ABC 18,318,250

4 FOX 16,325,000

5 CBS 14,622,000

6 SV 13,474,029

7 FX 9,080,000

8 AMC 9,015,000

9 TNT 8,497,500

10 ABC Family 8,239,750


Audience Reach

1 NCM 21,183,642

2 NBC 19,508,829

3 ABC 18,686,507

4 SV 15,562,504

5 CBS 13,475,326

6 FOX 13,111,563

7 ABC Family 8,101,364

8 AMC 8,027,085

9 TNT 7,942,746

10 FX 7,495,298

Source: Npower, Live+7, Linear TV, Nielsen Cinema Audience Reports, Feb, May, Jul and Nov 2015 ratings * Projections

16

NCM is the

#1 Millennial

Network on

weekends

A18-34

Reach (%)

Total $

(millions)

Under Armour Sep’15 TV 32.6% $4.9

10% Reallocated to NCM 36.9% $4.9

NCM Effect +13% $0

OUR SCREENS EXTEND UNDER ARMOUR’S REACH

NCM Data based on $35 P2+ CPM

TV Units removed from: CBS

Source: Nielsen Media Impact (NMI), Under Armour Schedule based on Sept 2015

17

Exclusive Impressions

2.1MM

Who is in your audience? (A18-34)

Individuals whoUnder Armour

TV audience

NCM

audienceNCM Lift

Are members of a

gym/fitness club114 146 +28%

Spent over $100 on

athletic wear127 162 +28%

Have purchased Under

Armour shoes124 157 +27%

THE NCM AUDIENCE

Source: GfK MRI Doublebase [2015]; Base=Adults 18-34; NCM Moviegoers=1+ Movies/Month in NCM Trade

Areas; 100 Index=U.S. Population Avg.; Under Armour TV=individuals who report having watched UA’s top

media spots in the past 12 months18

18

THE CINEMATIC ENVIRONMENT

Captive Audience

Open to Content & Ad Messaging

No Ad Skipping

With the cinema, moviegoers getWith cinema, content gets

Dark, Ambient, Relaxed Settings

Immersive Surround Sound Systems

The 50-Foot Screen

19

Source: Nielsen Brand Effect, July 2004-January 2016.

GREATER RECALL WITH CINEMA

25%

16% 15%

34%

23% 21%

Brand Recall Message Recall Likeability

TV NCM

+36% +44% +40%

Sports Apparel/Athletic Footwear/Sports Retail Category

20

Search

Radius

# of NCM

Theaters

# of

Screens

Avg. Monthly

Attendance

% of U.S. near

Under Armour

Retail Locations

% of NCM

Attendance

10 Mile 1,457 19,155 54,161,729 84% 90%

5 Mile 1,323 17,518 50,351,978 78% 84%

Based on 3,318 Under Armour Retail Locations*

89% of Under Armour Retailers within 10 miles of a NCM Theater.

Source: 2016 NCM Master Theater List; 2015 MapInfo Business Theater List; Under Armour Retail Locations include Dick’s Sporting Goods, Finish Line, Modell’s, Foot Locker,

Champ’s & Big 5 Sporting Goods.

RECENCY & PROXIMITY

64% of Moviegoers Go Shopping After Their Movie

21

NCM PLATFORMS

22

22

NCM FIRSTLOOK PRE-SHOWNCM FIRSTLOOK PRE-SHOWS

HO

W O

PE

N

RE

GIO

NA

LA

DS

2:00 CONTENT

RE

GIO

NA

LA

DS

2:00 CONTENT

RE

GIO

NA

L P

RE

MIU

M

NA

TIO

NA

L A

DS

2:00 CONTENT

NA

TIO

NA

LA

DS

SH

OW

CLO

SE

CO

UR

TE

SY

SP

OT

BE

GIN

TR

AIL

ER

S

23

Content Partners

SHAZAM

First Look Show

Make your ad interactive with Shazam-enabled content

Beyond Your On-Screen Spot

Shazam-enabled ads opened directly on your mobile phones

Mobile Elements

Promotional sponsorship

24

Trailers,

Reviews &

Showtime's

Purchase

Ticket

FirstLook/

MovieCinema

Accelerator

MOVIE GOING EXPERIENCE

26

26

Exclusive Data

FIRST PARTY DATA

27

TOTAL ACTIVATION

In-Cinema AwarenessCaptive audience,

larger than life

impression on the

big screen leads to

high recall.

Cinema AcceleratorIncrease moviegoer brand exposure through Cinema Accelerator, re-engaging audience on desktop and mobile devices across all

digital platforms.

ActivationDrive conversions by leading target

consumers down the brand purchase

funnel through NCM’s multi-platform

solution.

28

DEFINE PLANNING

TARGET

D.M.P. IDENTIFIES

TARGET-RICH

PROGRAMMING

PROGRAMMING

CONSIDERATION SET

PROVIDED

OPTIMIZED

PROPOSAL CREATED

ON-SCREEN

DIGITAL

12 GENRES

ENHANCED TARGETING THROUGH BETTER DATA

• Romantic Drama

• Zany Comedy

• Horror

• Family

• Action Comedy

• Action Drama

• Suspense/Thriller

+ 5 more…

29

• Specific audience criteria

• New Nielson Marketing Cloud DMP

• Connecting your brands with

your consumer

Optimize against Millennials

A18-A34

Sports Super Fans

30

30

Design

Innovation

MVP MARKETING OPPORTUNITIES

31

Passion

CONTENT DISTRIBUTION OPPORTUNITIES PASSION: CONTENT DISTRIBUTION OPPORTUNITIES

Program FirstLook with original Under Armour content.

Captivate your audience and tell your story on the big

screen.

Align with the greatest storytelling platform on the planet.

Provide reach for the creative content already being

produced.

Impressions: 5.8 M

Impressions: 3.0 M32

32

NCM FIRSTLOOK PRE-SHOWNCM FIRSTLOOK PRE-SHOW

2:00 Content

34

33

VIDEO DISTRIBUTION TO MOVIEGOERS EVERYWHERE

35

34

Passion

Innovation


36

Design

Provides an opportunity for

Under Armour to integrate their action packed creative

into an engaging & impactful environment:

DESIGN: 3D ENGAGEMENT

Fit- Isolated positioning of FirstLook 3D content

Fabric- NCM’s Capabilities to format 3D Ads

Form- 50’ Screens in Surround Sound

Function- Immersive Experience

37

BRANDED GLASSES & BINS

Immersive Experience

Great Under Armour keep sake

ON SITE ACTIVATION

38

Moviegoers receive Under Armour branded 3D glasses with their ticket purchase at the cinema

box office. Upon leaving the movie, they put their glasses in the Under Armour recycle bin.

3D SHOW SPONSORSHIP

:15

3D Show

Open

“Put on Your 3D

Glasses”

3D SPOT

:10

3D Show

Close

Recycle

Your 3D

Glasses”

PU

BLIS

HE

D S

HO

WT

IME

CONTENT

2:00

2:00 CONTENT

SH

OW

TR

AN

SIT

ION

S T

O

Na

tio

na

l Ad

s

39

1,829 3D Compatible Theaters 7,100 screens

205 of DMAs covered New York #1 / Montana #205

28% in Top 10 DMA’s 503 / 1,829

45% in Top 25 DMA’s 817 / 1,829

Premium Position In Pre-show 7,100+ 3D Screens NationwideHighest Levels Of Engagement

40

NCM 3D NETWORK

3D DMA IMPRESSIONS

TOP 10 TOP 25 TOTAL

Q4 ‘16 9.2MM 14.2MM 23.4MM

Q1 ‘17 7.4MM 11.4MM 18.8MM

Q2 ’17 8.2MM 12.5MM 20.7MM

Q3 ‘17 5.1MM 7.8MM 12.9MM

3D BLOCKBUSTERS Q4 ’16 - Q4 ‘17

41

40

Passion

Design

Innovation


42

41

Produce new and innovative ways to engage your

target demographic.

Connect your brand with captivating blockbusters.

Engage moviegoers with Under Armour.

INNOVATION: MOVIE TIE-INS

43

42

Justice League is an

American Superhero movie

based on the noted DC

Comic.

Together these heroes

represent strength,

greatness and athleticism.

This team of heroes

complements Under

Armour’s pillar of

greatness in building a

powerful team of

individuals.

Cinema’s Most Valuable Superheroes

IN THEATERS NOVEMBER 17, 2017

45

“Justice League looks to deliver a visual take on the heroes we’ve yet to see, while holding on to

what makes the characters tick in the comics.”

“The upcoming film brings together DC Comics Batman (Ben Affleck), Wonder

Woman (Gal Gadot), the Flash (Ezra Miller), Superman (Henry Cavill), Cyborg (Ray

Fisher) and Aquaman (Jason Mamoa).”

“Justice League: Part One is without a doubt

DC’s biggest movie yet!”

Custom ad spot features

characters from Justice

League juxtaposed with

everyday people exercising.

Spot then transitions into

a trainer providing tips on

how to get in shape like

their favorite Justice

League hero.

Spot ends with Justice

League and Under

Armour logos, URL, and

call to action.

BE YOUR OWN HERO CREATIVE

“It takes hard work to become a hero.. putting your skills to the test.. pushing yourself to the limit

to be a better version of yourself. Be your own hero.

47

SHAZAM ACTIVATION

During the Under Armour spot,

moviegoers receive the Shazam

prompt which points to the

Under Armour website to view

their Alter Ego t-shirt line.

SHAZAM: APP ACTIVATION

48

LOBBY STANDEE

Moviegoers can pose with cutout

characters from the Justice League

movie for photo/selfie opportunities.

Patrons can upload pictures to Under

Armour social media sites for a

chance to win great prizes and gear.

LOBBY STANDEE DISPLAY: NATIONAL

49

FIND YOUR ARMOUR BODY SCANNING CAPABILITIES

High-tech user experience with a

wide range of applications

Personal data

Exact size pairing

Train like a hero

50

Moviegoers can evaluate their body mass with a Size Stream scanner sponsored by Under

Armour. Brand Ambassador’s will also be present to help download patron information and

suggest UA products.

47

MOVIE TIE-IN RETAIL OPPORTUNITY Under Armour can showcase character-themed apparel in stores and online.

51

Wonder Woman – Women’s Apparel

The Flash – Running and Training

Aquaman – Swimming

Cyborg – MyFitnessPal

Batman – Gadgets and Accessories

Superman – Strength Training

BE YOUR OWN HERO

Wonder Woman

IN THEATERS JUNE 2, 2017

Spider-Man: Homecoming

IN THEATERS JULY 7, 2017

Power Rangers

IN THEATERS MARCH 24, 2017

Under Armour represents a strong

and powerful brand for strong and

powerful people.

These superheroes are iconic to

the millennial generation as is the

Under Armour Brand.

52

49

NOT EVERY HERO WEARS A CAPE BUT ALL HEROES WEAR UNDER ARMOUR

The LakeIN THEATERS JANUARY 27, 2017

Granite Mountain IN THEATERS SEPTEMBER 22, 2017

53

MOVIE TIE-IN

With the upcoming release of Granite

Mountain, this tag features a call to

action to nominate their everyday

heroes.

Voice Over: “Nominate your hero

today for a chance to win tickets to

the premiere of Granite Mountain as

well as great gear from Under

Armour.”

EVERYDAY HERO SWEEPSTAKES: MOVIE TIE-IN

CINEMA LOBBY POSTER

Encourages patrons to go online to

nominate their everyday hero to enter for

their chance to win the sweepstakes.

54

51

GO BEYOND GREATNESS

55

MAKE A GREAT PRODUCT (Under Armour and FirstLook)

TELL A GREAT STORY (what better place than the movies)

PROVIDE A GREAT SERVICE(digital platforms and reach)

BUILD A GREAT TEAM (team of optimal marketing concepts)

THANK YOU!Austen McGregor

Jonathan Greenfield

Eimi Harris

Danielle Dixon

Jessie Stein

Isabella Chowaniec

56

UA FINAL PRESENTATION

Documents

Transcript of UA FINAL PRESENTATION