Garmin

A Decade of Brand & Performance Growth

Overview

A challenger partnership built for the long run

When JAA started working with Garmin UK in 2016, its wearable tech products were battling for visibility against Apple and Fitbit. Nearly a decade later, our partnership has helped turn that challenger position into sustained growth. By connecting long-term brand building with tactical performance media, we’ve kept Garmin visible, relevant and selling.

The Problem

How do you take on giants without outshouting them?

Garmin had strong products but faced competitors with huge awareness and media presence. The challenge was to grow share of voice and consideration while ensuring greater visibility ultimately translated into measurable sales

A giant Garmin billboard in central Manchester, showing sports watches and a mountain runner towers over a busy city street, where blurred pedestrians pass at dusk. The mood is energetic.

The Trait

Own the audiences where Garmin means more

Garmin’s strength goes beyond wearable tech, with genuine relevance across running, fitness and specialist sport. We used those passions as a route to growth – showing up in the environments and moments where Garmin had the strongest reason to matter.

Garmin smartwatch ads span a city building facade as cars blur past in traffic, creating a fast-paced urban scene with a modern, energetic tone.

The Strategy

Build the brand. Capture the demand

Sustained broadcast builds awareness, while tactical OOH and seasonal campaigns maintain consideration. eCommerce activity across Amazon and Google then captures demand – connecting long-term brand growth with measurable performance.

Blurred runners race past a large Garmin watch display reading “With you every step” on a city street, conveying energetic support for runners.

The Tactics

Show up where performance matters

From high-impact OOH around sporting moments to broadcast and digital commerce, activity has evolved with Garmin’s ambitions. Our integrated approach keeps the brand visible throughout the journey – from discovering Garmin to choosing what to buy.

A busy train station hall with visitors browsing walking beneath a large Garmin digital ad reading “What are you running for?” This was on the day of the London Marathon.

The Results

A challenger brand that kept gaining ground

Nearly a decade of joined-up brand and performance media has helped Garmin build visibility, search interest and sustained commercial growth.

+34%

Increase in share of voice YoY

+18%

Increase in share of search YoY

+33%

Increase across fitness product lines

+14%

Growth in sales revenue
  • Quote mark

    JAA manage the Garmin UK & Ireland media investments for everything outside of retail sites, inclusive of Amazon Advertising. They are experts in media buying, planning and innovation. Their proposition is rooted in being independent and therefore impartial.

    Managing Director, Garmin

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+44 (0)20 7439 6070

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