Under Armour pursues the girls’ & women's apparel market

After establishing itself as a player in the men's fitness apparel arena -- primarily around the testosterone-fueled 'We Must Protect This House" media campaign -- Under Armour is launching an effort to capture a piece of the girls' and women's sports apparel market, according to a New York Times article.

While Under Armour's previous attempts at trying to create a line of women's clothing were unsuccessful, company founder Kevin A. Plank predicts “women’s apparel some day will be larger than our men’s apparel business, which is our goal.”

The company's new television and digital campaign, introduced this past Wednesday, will target the "team girl," which Under Armour defines as "a female who is competitive and confident and who plays on high school or college sports teams, or who, after college, continues to work out regularly."  Or, perhaps, is an 11-year-old tennis player.

The campaign will be called, and we are not making this up, “Protect This House. I Will.”

Comments

[Eric Pinckert]

The Under Armour "Protect this house I will" campaign is as grammatically incoherent as it is inexplicable. But by focusing on creating a clothing line that functions well rather than simply looks good (Under Armour's previous "shrink it and pink it" approach), and demonstrating and dramatizing the line's performance through stellar female brand ambassadors, the Under Armour brand could well gain traction regardless of the ham-handed attempt to ape the "We must protect this house" campaign.