Portland-based marketing agency Guidance Counsel over the past year has worked with Under Armour to "change its approach to women in the hopes of claiming a greater portion" of the $14.7B women's activewear market in the U.S., according to Allan Brettman of the Portland OREGONIAN. Guidance Counsel co-Founder Meredith Chase said, "Everybody has been doing the same thing over and over again -- 'rah rah, you go girl' empowerment stuff. There's nothing deeper there." Brettman noted it has only been in recent years that the women's activewear category "has exploded." Research from SportsOneSource shows that Nike "dominates the U.S. women's market," holding nearly a 31% market share. But the $5B in revenue made up less than 20% of Nike's overall $27.8B in the "most recent fiscal year." The research also showed that UA is "second to Nike" with about 14% of the market. More than a year ago, UA "chose Guidance Counsel to assist in transitioning the brand's approach to women." Guidance co-Founder Rick Anguilla "served as a consultant" to UA when it "went public" in '05. With "Guidance Counsel's help," UA hired Droga5, N.Y., for the project. Droga5 CEO Sarah Thompson said, "Marketing in general can be filled with clichés. Women's activewear advertising can be a little condescending with 'hear me roar' types of themes" (Portland OREGONIAN, 8/23). Learn more about Guidance Counsel at Resource Guide LIVE.
