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JUN 2007

No Sugar and Spice Here†

Under Armour Targets Females With Ads That Put Premium on Sweat, Not Style

Advertising Age, June 18, 2007 — Under Armour built a men's-sports-apparel empire on the back of sweating, chest-thumping, testosterone-fueled creative, and now it's betting heavily that same approach will sell just as well to women.

Category: Brand Strategy
Tags: Under Armour, Advertising, Brand Identity & Positioning, Marketing to Women

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