How Droga5 helped Under Armour win with female athletes

Geoffrey Precourt

The rock-solid, hardy bastion of Under Armour's brand DNA was also its principal barrier to engaging a new audience.

For 20 years, the sportswear group had grounded its line of athletic-wear in a series of narratives that tied the product back to the gritty toughness of real men playing American football.

But in those two decades, a new kind of consumer – the serious female athlete – was providing a steadily growing source of revenue from a companion-brand space. And the competitive set had no problem gobbling up market share among a massive new target group who, in the main, rejected Under Armour's basic brand proposition outright.