Under Armours Willful Digital Moves Case Solution

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? 

Under Armour, a sports equipment company that entered the women’s segment and started the women’s targeting campaign in 2014 should continue targeting and growing the female market segment for half a decade more to capture the masses and become a leading brand in the women’s sports equipment segment. Campaigns like “I Will What I Want” were recognized globally for Under Armour and increased the sales of the company by 30%. Additionally, it increased women’s sales by 28% and increased the traffic generated on the company’s website by 42%. The campaign proved to be a success for the company. 

One of the reasons to continue to target the female market segment is that they play a major role in purchasing decisions. Girls, specifically in America and other parts of the world, have shown a rising interest in sports lately. This shows increased participation of women in sports. Moreover, female athletes have become role models for women, especially young girls, who aspire to join sports. Famous female athletes showcasing their mental and physical strengths in campaigns like "I Will What I Want" empower women. In the recent era of feminism, targeting a female audience not only assists the company in increasing sales but also increases its credibility through word of mouth. 

Moreover, targeting women and launching a campaign like “I Will What I Want” proved successful for Under Armour because it helped the company surpass Adidas and secure a number-two spot in only 2 decades. In addition to the female segment’s success with Under Armour, it has more potential to explore and revamp the marketing revenue for the company. The fitness market in the US is expanding, with 52.7% of females exercising for at least 30 minutes daily. The nutrition market for women in 2014 was $125 billion; in 2014 and 2015, women’s apparel grew by 10%. Since women are extremely particular about their health and with the growing market of women’s fitness in the US, Under Armour should continue targeting the women segment.