Under Armour Women

Abstract

Under Armour is the leading brand of performance athletic apparel, a once niche market that other major athletic apparel companies had overlooked. Starting out of a car trunk at the University of Maryland to earning more than a $1 billion in revenue last year, the company has become a success. It has expanded its performance product offerings to multi-season apparel for men and women, footwear and accessories. The company has achieved success in the sports and performance athletic apparel industry among their male target market. However, the company wants to attract more women to the brand and increase its sales in the women's sector. However, it was found that most women are either unaware of the women's line of apparel or do not have a favorable image of what the women's brand looks like. Each of these problems may stem from the fact that Under Armour has not done an integrated marketing program targeting the female segment. Therefore lack of exposure to Under Armour Women and its products has resulted in the brand having a low ranking in women's athletic apparel consideration set. To fix the awareness problem and achieve the goal of increasing sales, the following campaign will be implemented to target women in Under Armour Women's target market. The "Every Woman Needs Her Armour" Campaign will utilize traditional and nontraditional marketing tools to target the desired market. Grass roots marketing efforts will also be utilized to target niche and hard to reach communities of influential women. The campaign will focus on the consumer and her needs, as well as, Under Armour Women's innovative products that can satisfy those unique needs.