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 –...