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Under Armour's New Strategy is All About Women

Related: Under Armour
Photo via Courtesy Photo
Photo via Courtesy Photo

Girls rule, boys drool! The Baltimore-based activewear brand is (finally) focusing on their women's division. And in fact, the company' founder and CEO, Kevin Plank, told WWD they hope it will "equal or surpass our men's business in the future."

Under Armour gave a multimedia presentation in Manhattan on Thursday to showcase how they were going to take their women's business to a whole new level. Plank admitted that their first attempt was not as successful as it could have been. When they first started their women's division in 2003 he said they thought all they would have to do was "shrink it and pink it."

They were wrong! They learned from their mistake, however, and spent time building a women's team to work on the products.

The difference has payed off. Now, the brand is not only geared towards professional athletes, like Lindsey Vonn, but to all athletic women. Senior Vice President and executive creative director, Leanne Fremar, told WWD "We remain 110 percent committed to women athletes."

The new "womanifesto" will be most apparent in the new TV campaign that debuts next week featuring the phrase "I Will What I Want." The ad features champion downhill skier Vonn, U.S. Women's National Soccer Team player Kelley O'Hara and American Ballet Theatre soloist Misty Copeland, all of whom attended the New York City event this week.


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