Expanding the Brand Image

When we think Under Armor we think football. We think cleats. We think guys at the gym sweating and lifting. Well, not anymore. Expansion of brand image is something that many companies have taken advantage of in recent years, and the goal of this advertising technique is to reach a larger target audience. Under Armor launched a new campaign with the slogan, "I Will What I Want," geared toward the female athlete. Under Armor has also used female model Gisele Bundchen as a spokesperson for this campaign. Bundchen spread the message that females are strong, as she is shown boxing in her commercial here, portraying that she is more than just a model and wearing Under Armor clothing empowers her to participate in the sports and activities that she wants to. The female market is a growing target audience, especially for sports apparel. Brands such as Nike, Under Armor and Adidas are expanding both their product line as well as their advertising to cater to not only female athletes but non-traditional sports as well.
Promoting their product through a sport such as ballet is a strong branding tactic for Under Armor. With the "Like a Girl" movement and the era of female empowerment, this target audience wants to feel as though their sport matters just as much as football and baseball. "I Will What I Want" follows the trend of female empowerment by using strong females with a story of athletic success through hardship to be the faces of the campaign. The ballet campaign is headline by Misty Copeland, a ballerina who was told she did not fit the mold to be a ballet dancer, but beat the odds and is now a performer for the American Ballet Theatre.
Expanding a brand image to reach a larger target audience involves many different components, including all aspects of the promotion mix. I believe that in order for Under Armor to stay competitive in the sports apparel market, the female audience is the one that they will have to keep major focus on.