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.

The campaign’s tagline entails language of a decidedly self-determined essence: “No Matter What, Sweat Every Day. I WILL.” That copy will be represented across the brand’s digital ads and TV spots, which will be seen on Bravo, E!, VH1 and Nickelodeon during the next few months.

The “Sweat Every Day” campaign also involves a dedicated “What’s Beautiful” microsite and mobile app that let women document and share their daily workouts. Those features are being pushed via Facebook posts to the brand’s nearly two million fans on the social site.

“Across all mediums, not just Facebook, [we’re targeting] athletic females who believe in regularly working out,” Adrienne Lofton Shaw, senior director of women’s marketing at the Baltimore-based company, said in an email. “The program as a whole is social by design and built to engage our audience.”

Overall, the campaign reflects efforts during the past two years by Under Armour to gain share of the women’s fitness market from the likes of Nike, Asics and New Balance. The brand first attempted marketing to women a decade ago, but the effort was short-lived.

Crispin Porter+Bogusky, a creative agency for Under Armour since last fall, and Philadelphia shop Red Tettemer + Partners are leading the current initiative.

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