"Shrink it and Pink it" no more, says Under Armour.

 

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).

NYTimes

 

Comments

[Thinksocreative]

Interesting: We just read Erica Eden's article on Fast Co Design about this very issue:

http://www.fastcodesign.com//1664474/smart-design-why-girly-designs-directed-at-women-often-backfire#comments

Just because something is pink, doesn't mean that women will be interested. Quite the opposite, actually. The "Shrink it and Pink it" Rule underestimates the complexity of femininity, particularly in the realm of sports.

What's the solution? Should these types of commercials still be female specific?

We're not sure, but if we see another pink sports bra with glitter logos and pretty bows affixed to the sides, we may scream.

http://www.thinkso.com
Follow us @thinksocreative

[Fred]

There are guys in the background of some of the shots (answering the rhetorical question in the post).

[Jenn Totten]

I love this. That old spot is horrific...God bless the planners that set them straight on what it means to be a lady athlete.

[Jen Stamps]

I love it! I love that females athletes (both pro and amateur) are getting taken serious. Men aren't the only ones who box, run marathons, row, play soccer...we do too. We are tough and UA seems to understand that now!

[sports bras]

I really loved the "girl power" feel that it has to it. I really hate the fact that you need to try and look all girly and pretty when you work out real hard - I think it misses the whole point of the work out - which is getting some "me time" without having to make anyone like me. Great branding!