Business Case Studies & Business Publications

Under Armour's Willful Digital Moves

Murray, Meghan, Sa...

Case

Under Armour's Willful Digital Moves

Murray, Meghan; Saghian, Mina

M-0910 | Published May 18, 2016 | 5 pages Case

Collection: Darden School of Business

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In 2013, Under Armour had $2.3 billion in sales yet only $500 million came from its women's apparel, and the company was ready to expand into the female market segment. The "I Will What I Want" global women's marketing campaign was the largest Under Armour had ever run. Founder Keven Plank and his team launched the campaign on a multichannel platform, with social media at its core. The campaign's success surpassed what Plank had imagined, and he is left wondering where to take Under Armour's advertising and marketing next. This case has been used successfully in a marketing course and would be suited for any class with a focus on interactive media, technology, and multichannel marketing.

? To understand how a company can approach advertisement and marketing to improve its market share. ? To consider the role of video advertising in multichannel marketing. ? To examine strategic decisions for the types of marketing and advertisement used in a campaign. ? To analyze strategic decisions for allocating a marketing budget at a decision point. ? To decide which market segment a company should target given the current environment.