How Droga5 helped Under Armour win with female athletes

Geoffrey Precourt

This event report demonstrates how Under Armour, the sports apparel brand, in partnership with agency Droga5, effectively connected with female consumers despite the brand’s overwhelmingly masculine heritage.

How Droga5 helped Under Armour win with female athletes

Geoffrey PrecourtWarc

The rock-solid, hardy bastion of Under Armour's brand DNA was also its principal barrier to engaging a new audience.

For 20 years, the sportswear group had grounded its line of athletic-wear in a series of narratives that tied the product back to the gritty toughness of real men playing American football.

But in those two decades, a new kind of consumer – the serious female athlete – was providing a steadily growing source of revenue from a companion-brand space. And the competitive set had no problem...

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