Under Armour Dig Deep Into Women'S Market And Love Sports.

Recently, Under Armour has launched a new series of sports underwear.

In fact, this is not the first time that UA has raised concerns about female consumers.

"Since 2013, Under Armour has confirmed that female consumers will become the main growth point of the brand worldwide," said Adrienne Lofton, senior vice president of brand marketing.

At that time, UA launched a digital marketing campaign called "What's Beautiful" - specifically for women. This is an online fitness competition. Women can participate in the fitness program to share their videos, photos and diaries in the fitness process. Under Armour will send professional fitness trainers to guide them.

Last summer, UA launched another digital marketing campaign called "I Will What I Want", inviting athletes from various fields that products can touch.

It also includes non athlete Gisele Bundchen, a supermodel who was invited to shoot a series of short films entitled "I Will What I Want". She is a boxer against aging issues.

The upcoming digital movie in August is also part of the "I Will What I Want", which is called the second chapter.

The brand intends to invite some female athletes to tailor their own entries, which often fit with the athletes' personal experience, but also make their female consumers feel sympathetic.

For example, Lindsey Vonn, an American Alpine Skier, once again received the world cup after two knee surgery that affected sports.

Her exclusive entry is: "I will be doubted and underestimated, but I will not be restricted."

"(I will be doubted, I will be underestimated, I will not not I)

"The advanced version of digital marketing will pay more attention to the product itself," Adrienne Lofton said.

Last year's marketing was more about the pmission of mental power.

At the same time, the expression will discard the characteristics of "UA loud, bold, strong and radical" in the past, and express it in neutral and steady colors.

In addition, in August 4th, before the start of digital marketing, UA will launch a dialogue on how to choose the right sports underwear. According to WWD, the UA UA will convey the phrase "the life span of sports underwear is only two months".

According to the report of the sports fitness industry association, the value of American sports underwear in 2014 was up to US $289 million, an increase of 2.9% over the same period last year, and this figure has been growing steadily over the past few years.

"We are not very lucky to see that this trend has signs of slowing down."

In view of this, leisure sports are popular among the female groups nowadays.

This is the main motivation.

In the quarterly telephone conference that was released in April this year,

Meanwhile, CEO Kevin Plank reiterated the strategy of focusing on female consumers, and announced that it would soon accelerate the speed of product upgrading from two to three to four weeks.

At present, the consumption of UA women's clothing occupies 30% of the company's total share, which is 6 $100 billion, which was 20% when it first appeared in 2005, or 260 million dollars.

The goal of Plank is to increase the share of women's clothing in the brand to

Equivalent or even more.

The sports underwear is divided into three grades: high, medium and low.

Low braces are suitable for low intensity sports such as yoga and fast walking. Medium straps are suitable for dynamic bicycles and boxing. High support underwear is made of ordinary underwear, supplemented by mesh straps and gel liners to improve comfort and breathability.

The prices are $24.99, $29.99 and $54.99, respectively.