In 2013, Under Armour had $2.3 billion in sales yet only $500 million came from its women's clothes, and the firm was ready to grow into the female market segment. The "I will What I Desire" global women's marketing campaign was the biggest Under Armour had ever run. Founder Keven Plank and his team launched the effort on a mulitchannel 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 promotion and promotion next. This case was used successfully in marketing lessons and would be suited for any class with a focus on technology, interactive media, and multichannel advertising.
Under Armour's Willful Digital Moves Case Study Solution
PUBLICATION DATE: May 18, 2016 PRODUCT #: UV7147-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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