Luck, Romo Join Mannings To Promote DirecTV Flames Merch Flying Off The Shelves Sears Canada Partners With Gretzky Spieth's Dad Tracking Athletes' Social Media Impact Marketplace Roundup Advertisers Need $10M For YouTube's NFL Channel U.S. Women's Soccer Team Unveils New Uniforms Subway Adds Mariota As Endorser Sponsors Stayed True To Paul George Zurich To Promote Lexi During PGA Tour Event
Upcoming Conferences and Events
SBD/November 6, 2013/Marketing and Sponsorship
With Vonn In Fall Campaign, Under Armour Sees Potential For Women's Apparel
Published November 6, 2013
TAILOR-MADE: Meehan notes UA is "tailoring the shopping experience to women in different venues: in its brand houses, in sporting goods stores and in department stores." UA's brand house "displays equal parts women's and men's products, and the strategy has paid off," as sales "reflect a 50-50 split between the men's and women's lines." UA is "taking steps to make female customers feel more at home in sports stores through miniature studios called 'Shop-in-shops.'" It is a "store within a store, where Under Armour's retail partners dedicate floor space specifically to the brand instead of mixing it in with competitor brands" (BALTIMORE BUSINESS JOURNAL, 11/1 issue).