Unveiling the Market Research Behind Under Armour’s Campaign Success

  Under Armour’s “I Will What I Want” campaign is a prime example of how comprehensive market research can lead to a transformative marketing strategy. Under Armour successfully expanded its appeal and reinforced its brand identity by understanding its target audience's perceptions.


Defining the Problem

Initially, Under Armour was perceived predominantly as a brand for male athletes, which limited its reach within the women’s market. The challenge was to redefine the brand’s image to resonate with female consumers who value determination and resilience. The core problem: How could Under Armour authentically connect with women and position itself as a brand that empowers them?


Collecting Data from the Market Segment

To gain insights into the female demographic, Under Armour likely employed a combination of primary and secondary research methods:

  • Primary research: Conduct focus groups and interviews with female athletes to understand their perceptions of sportswear brands and personal sports experiences.

  • Secondary Research: Analyzing market trends, studying successful campaigns targeting women, and reviewing competitor strategies to identify gaps and opportunities.


Analyzing and Interpreting Data

The research revealed that many women felt underrepresented in sports marketing and desired narratives that reflected their struggles and triumphs. They sought brands that celebrated inner strength, perseverance, and authenticity. This insight highlighted an opportunity for Under Armour to craft a message that resonated deeply with this audience.


Developing and Implementing the Campaign

Leveraging these insights, Under Armour launched the “I Will What I Want” campaign, featuring strong female figures like ballerina Misty Copeland and supermodel Gisele Bündchen. The campaign showcased these women overcoming adversity and defying expectations, embodying the message of self-determination and resilience. This approach not only challenged traditional gender norms but also aligned seamlessly with the brand’s performance-oriented ethos.


Evaluating the Results

The campaign brought significant attention, winning the Grand Prix in the Cyber category at the Cannes Lions 2015. It successfully shifted brand perceptions, leading to increased engagement from the female demographic and reinforcing Under Armour’s position as an inclusive and empowering brand.

Under Armour’s “I Will What I Want” campaign exemplifies the power of targeted market research in developing impactful marketing strategies. By understanding the experiences and desires of its target audience, Under Armour crafted a campaign that expanded its market share and fostered a deeper connection with consumers.



References

 Albrecht, M. G., Green, M., & Hoffman, L. (2020). Principles of Marketing. Pearson.

Droga5. (n.d.). Under Armour | I Will What I Want. Retrieved from droga5.com

Digital Training Academy. (2015). Cannes Lions case study: Under Armour kicks its way to the top. Retrieved from digitaltrainingacademy.com

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