Under Armour Targets Young Professional Women With New Line
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Under Armour Looking For Women's
Lines To Help Continue Revenue Growth |
Under Armour (UA) is "pursuing adult women," as the brand is "launching a women's fitness-focused, collection-driven line for spring," according to Whitney Beckett of WOMEN'S WEAR DAILY. UA is "aiming for the woman it calls Miss Train to Maintain, young professionals, age 22 to 40, who work out three to five times a week to tone and stay healthy." UA Senior VP/Apparel Suzanne Karkus: "Our women's business, which is currently about 25[%] of our sales, is outperforming men's on a percentage basis, which sets us up for growth in 2009." Karkus projected that the line, which wholesales for $20-37.50, will "sell to about half -- an estimated 3,000 to 5,000 -- of [UA's] sporting goods channel doors, like Dick's Sporting Goods, in its first season and then grow." Karkus: "Our business began in women's with a real focus on the Team Girl, a high school or college athlete, and now we are evolving the line so we keep Team Girl as she grows up, as well as broaden our consumer base." Beckett noted the new women's line is "focused on in-gym activities, from weight training to group classes" (WWD.com, 9/16).
REEBOK: BRAND REPUBLIC's Ed Kemp reported Reebok is "preparing a global marketing campaign to break early next year to support a new women's fitness range focused on alleviating gym fatigue." The campaign, which will "span online, outdoor, in-store and print," will feature a Reebok Global Instructors Team, with instructors "chosen from around the world." The campaign also will utilize taglines such as "Less work, more play." As part of the campaign, Reebok has launched a women's Web site at www.reebok.com/women that "aims to encourage women to become active and lets users interact" with the global instructors (BRANDREPUBLIC.com, 9/15).
ADIDAS: In London, Carola Long reports adidas' Stella McCartney line Tuesday opened the proceedings at London Fashion Week with models including U.K. sprinter Victoria Pendleton and U.S. sprinter Allyson Felix (London INDEPENDENT, 9/17).
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