Under Armour: Where Do We Go From Here?

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           I Will What I Want - Gisele | Droga5 | Under Armour | D&AD Awards 2015 Pencil Winner | Tactical Film Advertising | D&AD

  • In the case study article, what market segments were identified and what segmentation strategies were implemented?

Under Armour identified women accounted for their least amount of sales. The brand saw how Adidas failed with their campaign “Unite All Originals” and decided to create “I Will What I Want”, the largest global women’s marketing campaign Under Armour has run. (Darden Business Publishing 2016). Under Armor focused on the segmentation of active, adult women. They targeted women who value self-confidence, perseverance, and wanted to defy societal expectations especially in sports. Another strategy the brand used was including the public figures, Misty Copeland and Gisele Bündchen. 


  •   What do you believe are four to five key points to remember when implementing segmentation strategies?

A few key points when implementing segmentation strategy’s are considering the segment size, accessibility, and stability. While niche segments can be beneficial to some company’s, the segment needs to be overall profitable through larger market segments. How these segments are being reach must also be considered. There are multiple platforms when marketing towards people, however, not every consumer is using the same ones. The chosen segment must also be stable to last over time. Segments that evolve quickly can be unstable and lead to frequent adjustments to stay relevant. 


  •   Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?

A rather new market segment that could be worth exploring are at-home wellness enthusiasts. More than ever, people are staying home for their workouts and fitness needs. There is a way to expand this marketing by offering additional at home wellness products and services such as portable saunas, cold plunges, ambient lighting, air purifiers, and digital wellness applications. An ideal segmentation strategy would target at-home wellness enthusiasts through social media and word of mouth. On social media, collaborations with influencers that align with the brands vision can demonstrate how these products are incorporated into their everyday routines. 




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