During the Spring 2017 semester, I had the privilege of completing my Senior Capstone at Under Armour Canada in Toronto. Under Armour is the originator of performance apparel, footwear and equipment. With an underdog mentality, Under Armour has risen to one of the most prestigious sporting brands across the globe.
My area of focus was in brand marketing while also working on retail marketing, sports marketing and events. I assisted with events, execution of the 2017 marketing category plans and calendars, execution of paid media buys, activation for in-flight campaigns, assisting the Global Football category toward increasing its footprint and athlete roster in Canada, and developing the Canadian Influencer Program.
The organizational culture within Under Armour is passionate, community oriented, and empowering. The positive and cohesive environment within the company gave me the tools and confidence to take the lead in multiple tasks and projects.
Being involved in the fast-paced environment of the sports industry makes each day unpredictable and exciting. I experienced all facets of the sport industry within Under Armour, which has allowed me to grow as a professional and individual. I am extremely lucky to have completed my Capstone at such a fantastic organization.
Upon graduating from Syracuse University, I returned to Under Armour Canada to continue my role in the Marketing Department with a focus in brand marketing and events. I believe this is the perfect organization to begin my professional career in the sports industry as it has allowed me to take my passion for sport off the field.