Under Armour is "finding its groove on Snapchat," which has an audience of under-16 sports fans that "match up well" with the brand's basketball gear, according to Lauren Johnson of ADWEEK. Snapchat’s ad formats "run content for 10 seconds," and UA’s ads are "designed to be watched in five or six seconds, with the main call-to-action popping up in under two seconds." Red Interactive Group Creative Dir Roni Sebastian, whose firm is UA's digital agency, said, “If we can squeeze that main message to six seconds, we know it’s going to loop. If it didn’t resonate the first time, I’d rather them watch the ad one-and-a-half times in 10 seconds than risk them clicking away from it." One activation by the company was when UA, three weeks ago, turned Mavericks G Dennis Smith Jr., a UA endorser, "into a Snapchat lens" during the NBA All-Star weekend ( ADWEEK.com, 3/7 ).
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