How consumer insights strengthened Under Armour

This event report provides five tips for strengthening the role of the market-research function, based on insights from Under Armour, the sporting goods group.

How consumer insights strengthened Under Armour

Stephen WhitesideWarc

In December 2014, Advertising Age anointed Under Armour as its "Marketer of the Year".

The Baltimore, Maryland-based manufacturer of sporting apparel, accessories and footwear was praised by the industry title for its "arresting advertising, textbook PR, and a take-no prisoners approach".

But there's another indicator of its success that says even more about the firm: sales from women, pegged to hit $410 million in 2014, are expected to reach $1.8 billion by 2019.

By contrast, its initial selection of goods made specifically for female buyers –...

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