Alcone Marketing Group – Consumer Lab

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

Equipping A New Wave Of Female Athletes

Sports apparel brand Under Armour–which wants its logo to be just as
recognizable among women as men–is undertaking its biggest advertising campaign
to date. It’s aimed at high school and collegiate female athletes–or “team
girl” in marketing parlance. The company only began selling to women four years


Equipping A New Wave Of Female Athletes –
Perspiration, it seems, does not discriminate.

Sports apparel brand Under Armour launched its moisture-wicking shirts on the backs of football players at the University of Maryland. Now, the Baltimore company is betting that women get just as sweaty.


Filed under: advertising, clothing, Consumer, fashion, Women

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