Under Armour Looks to Connect With Women


Under Armour is determined to strike a chord with female athletes—many of whom have been buying the brand, but aren’t that emotionally attached to it.

The company has kicked off a campaign that includes a Facebook page dedicated to women’s performance apparel. The target demographic is a female consumer who “trains in Under Armour, but doesn’t really know about the brand other than [that] it’s her boyfriend’s brand," said Adrienne Lofton, senior marketing director of Under Armour’s women’s business.

While Under Armour has tried to reach out and engage with women via traditional media like print and TV in the past, the level of interaction wasn’t as high as what it saw on the men’s side of the business, which boasts high “brand loyalty,” said Lofton. That's why the new effort—created by Under Armour’s in-house team, agencies Shilo, WMIG and Cramer-Krasselt—aims to reach women where they're most active: online.

The campaign, which is part the brand’s “Protect This House. I Will” campaign, includes a star-studded lineup of athletes. There is Lindsey Vonn, an Olympic gold medalist downhill skier; soccer sensation Lauren Cheney; and track and field runner Monica Hargrove.

One 60-second spot (now on YouTube) takes viewers through the grueling, day-to-day training these female athletes go through to be on top of their game. Vonn lifts weights and balances herself atop a yoga ball, for instance, while Cheney collides with a player in the soccer field.

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