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Home / Impact / Innovation / Under Armour’s Focus On Women Is Paying Dividends In Innovation And Sales

Under Armour’s Focus On Women Is Paying Dividends In Innovation And Sales

Under Armour’s Focus On Women Is Paying Dividends In Innovation And Sales
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Lindsey Vonn, who has been with Under Armour since 2006, recently joined the brand’s Project Rock in … [+] When then-21-year-old alpine ski racer Lindsey Vonn first joined Under Armour in 2006, the decade-old apparel and performance brand out of Baltimore didn’t offer much in terms of women’s-specific apparel or gear. Like many companies before it and at that time, Under Armour fell victim to the “shrink it and pink it” marketing strategy in an effort to appeal to female customers. “In the beginning there was literally nothing—men’s gear but in pink,” said Vonn, who released her own UA collection in 2018 and joined Project Rock in 2019. “I always made fun of (founder) Kevin (Plank) for it. I came on board and they started focusing on women and empowering them and giving them a larger percentage of the market. I really felt they believed in me and women and developed products in that way.” Under Armour’s dedication to its female consumers through specific products and innovations has continued through 2020. The company is releasing its Meridian + Moisture Infuse (M+MI) line on September 17 and its women’s HOVR Breakthru basketball shoe on September 23. The M+MI line is […]

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