Under Armour: I will what I want

This case study shows how Under Armour, a sports gear brand, developed a multi-channel campaign for its newly created female focus sportswear line.

Under Armour: I will what I want

Agency: Droga 5 New York

Brand: Under ArmourAdvertiser: Under ArmourCountry: USA

Objectives

The brand: Armor for Athletes

The Under Armour brand was born out of football in 1996, with the mission to make all athletes better. Game-changing products and astute endorsement from male athletes drove its meteoric ascent, allowing it to overtake storied brands like Adidas and Reebok and ultimately claim the number-two position in U.S. sportswear,1 second only to Nike.

But their single-minded focus on men's performance products came at a cost. In 2013, its women's business was...

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