Under Armour's 'Largest-Ever' Push for Women

Facebook, Twitter and cable TV ads target fitness-minded females

Under Armour, a sporting goods company that has traditionally been more successful selling to men, has launched a multifaceted fall campaign in what the brand is calling its biggest female-focused initiative yet. It’s running static and rich-media ads on Facebook, Twitter, Hulu, MTV.com and women’s lifestyle site Fitsugar.com. The video portion of the ad buys will utilize 15- and 30-second spots that depict females in sometimes grueling training activities.