Case Study: Under Armour’s “I Will What I Want”

Most consumers viewed Under Armour as a brand built for men before 2014. Despite that, the company had been incredibly successful raking in $2.3 billion in sales in 2013. However, their product line for women only accounted for $500 million.

To address this, they launched a Total Market campaign targeting women, “I Will What I Want.” It features several female athletes of diverse cultural backgrounds, who speak to the hurdles they had to overcome to reach success.

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