Under Armour’s EMEA affiliate program concentrated among a small pool of legacy publishers and limited presence across newer or emerging EMEA markets. Commission structures were largely uniform across partner types, meaning budget wasn’t necessarily flowing to the partners delivering the strongest returns. Without a more strategic, data-led approach, the channel risked stagnating rather than scaling alongside the wider business’s international growth ambitions.
Under Armour needed a partner like Silverbean who had proven affiliate expertise to bring structure, rigor, and a clear growth strategy to a channel that had outgrown its existing approach. They chose Silverbean for our track record managing complex, multi-market EMEA affiliate programs, and our reputation for combining strategic planning with hands on, responsive account management giving Under Armour confidence the channel would be both optimised and easy to work with day to day.
Silverbean implemented a structured, expertise-led approach to evolve and mature the affiliate program, including:
The results speak for themselves, but it’s the partnership that keeps Under Armour invested. Patrick Kliphuis said:
“Silverbean has been instrumental in helping Under Armour evolve and mature its affiliate program. Through their expertise and structured approach, they have streamlined operations, improved efficiency, and created a strong foundation for continued scale. The team is highly professional, responsive, and a pleasure to work with, making day-to-day management of the channel incredibly smooth. Their dedication and partnership have made a meaningful impact on our affiliate success.”
Having evolved the channel to deliver stronger returns, higher-quality traffic, and a scalable EMEA-wide partner base, Under Armour now sees affiliate as a proven, high-performing part of their marketing mix and one they continue to invest in with confidence.
