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...