Under Armour Women's: Unlike Any

Kathryn Ruocco

Under Armour, the sports apparel brand, used social media and content featuring six athletes to target American women aged 18-34.

Campaign details

Brand: Under ArmourBrand owner: Under ArmourLead agency: Droga5, Optimum SportsCountry: GlobalIndustries: SportswearMedia channels: Content marketing, Online display, Online video, Social media

Executive summary

In the summer of 2016, Droga5 was tasked with re-launching Under Armour's women's category, which hadn't done new brand work since 2010. This was no easy feat. In an increasingly cluttered category, Droga5 was faced with perception challenges that were ultimately dictating consumer behaviors around purchase and loyalty. In essence, it needed to shift people's perceptions and behavior when it came to Under Armour Women's. To...

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