Under Armour: I will what I want
Campaign details
Agency: Droga5Brand: Under ArmourAdvertiser: Under Armour
Summary
This is the story of how Under Armour turned their uber-masculine sportswear brand into a symbol of female athletic aspiration.
We set out to solve a critical business problem-how does Under Armour win over a massive new target that outright rejects the brand? It started with a truth about how their new target approaches fitness, then evolved into a big cultural insight about what it means to be a woman in the twenty-first century. This translated into a creative...