Steve Battista, Under Armour VP for Brands:
“[In 2003,] We developed a women-specific line with seven pieces, including a couple of tops and bottoms and a sports bra. We had followed the industry rule, ‘Shrink it and pink it,’ We all realized that they didn’t work [and] pulled all the pieces. It was a tough pill to swallow.”
Since then, they've learned a bit.
“Guys buy clothes to look cool or feel cool, women buy for different reasons. Women demand that the brand does what it promises.”
This year's campaign, "Protect This House. I Will." was made internally, and goes directly at what Under Armour calls the "team girl" (a female who is competitive and confident and who plays on high school or college sports teams, or who, after college, continues to work out regularly).
Job well done, I'd say, especially for a brand that started out by just making everything pink (see this old gem).
Sidenote: Battista said they had decided to show both men AND women in the spot saying, “Women said they did not want to be treated separately. They said, ‘We want to see ourselves up against men.’ ” Such women, he said, “don’t look at themselves as a female athlete but as an athlete.” But it seems the final cut included just women (unless I missed something).