Under Armour: I will what I want

This case study describes how Under Armour, the sports apparel brand, turned around the perception of its masculine sportswear brand into a symbol of female athletic aspiration in the US.

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...

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