Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

No Sugar and Spice Here

In a new campaign, Under Armor will target female athletes – hardcore athletes that is. The company’s research found that there are a lot of highly competitive women out there and a need for athleticwear that can keep up.

Advertising Age – No Sugar and Spice Here

Under Armour built a men’s-sports-apparel empire on the back of sweating, chest-thumping, testosterone-fueled creative, and now it’s betting heavily that same approach will sell just as well to women.

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Filed under: fashion, sports, Women, Young Adults

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