Provide launch support and boost consumer awareness for the new line of Under Armour® Tuned™ Golf and Road (running) and first-of-its-kind Tuned Recovery Eyewear through a multi-faceted media strategy focused on the golf, run and lifestyle categories.


Cut through the clutter and overcome barriers to entry into the crowded golf, performance and lifestyle sunglass markets, home to many well-established optics brands.


Under Armour’s expansion in the eyewear category with their new patented Tuned lens technology is aligned with their commitment to improving an athlete’s complete performance during and post-activity or workout, while maintaining a stylish look and comfortable design for all-day wear.


Buffalo developed and executed a robust PR program placing Under Armour Eyewear front and center in the golf, run and lifestyle categories. Tactics included targeted press outreach, meetings in NYC with decision-makers at influential media outlets, journalist interviews at key tradeshows and numerous seedings for product reviews and editorial coverage.


The Under Armour Eyewear Tuned and Tuned Recovery story has received hundreds of editorial placements within golf, run and lifestyle media with hundreds of thousands in ad equivalency and consumer impressions. Featuring print, digital and broadcast channels, highlights have ranged from brand stories to product reviews, all working towards expanding consumer awareness and cementing category credibility.

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