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


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...

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