Review: Under Armour’s Willful Digital Moves case
1) Should Under Armour continue targeting and growing the female market segment? Or
should it target a broader population to gain more traction on Nike and get closer to the
number one spot?
I believe that Under Armour should continue target and grow the female segment due to the fact
that “I will what I want” campaign was a great success and it surpassed what Under Armour had
imagined.
In 2013, Under Armour had $2.3 billion in sales, yet only $500 million came from women’s
apparel. Although Adidas had previously failed to create a successful digital campaign to attract
women, Plank took a risk by pursuing viral promotion. In July 2014, the “I Will What I Want”
