This multi-year agreement marks the first time Under Armour Golf has appointed a full-service agency to manage its regional marketing and communications.

The Loop will oversee all aspects of strategy, from product launches and media outreach to content creation, media planning and brand storytelling.

Founded in January 2025, The Loop is led by four well-known figures in the golf industry. Michael Harris, former editor of Golf Monthly, joins forces with Paul O’Hagan, previously EMEA marketing manager at FootJoy, Chris Barrett, who spent over a decade directing creative at FootJoy, and Alex Narey, a former golf journalist and content lead at Azalea.

“This is a fantastic opportunity for our agency to work with one of the most exciting brands in sport and to help tell the Under Armour Golf story across the UK and European markets,” said Paul O’Hagan, joint partner at The Loop. “We are proud that Under Armour has placed its trust in us. Our team has a deep passion for performance golf products and a strong understanding of the market. No other brand has made such a statement in the golf space over the past decade and we are eager to contribute to the next chapter of its journey.”

The Loop’s work will focus on an always-on approach to media activity, combining creative storytelling with the support of content creators and influencers to highlight product innovation and brand campaigns. The team will also support strategic marketing and manage media buying across key territories.

Neil Heslop of Under Armour Golf commented, “We are incredibly excited to be working with a team that brings fresh ideas and a creative mindset at a time when there is great momentum around Under Armour and our golf range. From the outset, it was clear that The Loop shared our vision to elevate the brand story.”

He added, “This partnership gives us access to an experienced team with strong knowledge of the golf industry and trusted relationships across the media. We believe it will help drive awareness of our products and continue the growth we have experienced.”

Under Armour Golf continues to build on its reputation for innovation, with a strong focus on high performance apparel, footwear and accessories for golfers of all levels. The new collaboration with The Loop is expected to further strengthen the brand’s presence and engagement with golfers throughout the UK and Europe.