How Under Armour’s Digital Marketing Proved en Pointe

In 2013, the sales of Under Armour amounted to $2.3 billion — but only $500 million of that came from women’s apparel. Kevin Plank was ready to grow the business he founded in his grandmother’s basement in 1996.

The company took a risk and succeeded in creating a successful digital campaign: “I Will What I Want,” featuring strong, athletic women driven to succeed. The campaign began with a YouTube advertisement featuring American Ballet Theatre ballerina Misty Copeland, which went viral and earned 4 million views in its first week. The campaign continued, eventually achieving 5 billion media impressions, a 42 percent increase in traffic to the company’s website and a 28 percent increase in women’s sales.

Learn more about how Under Armour moved to the second spot in the U.S. sportswear market in Meghan R. Murray’s article “Under Armour’s Viral Campaign for the Female Market Proved a Winning Strategy” in the Darden School of Business/Washington Post “Case in Point” series.

The article is based on the case Under Armour’s Willful Digital Moves (Darden Business Publishing), by Meghan Murray and Mina Saghian.

About the Faculty

Meghan R. Murray

The president and founder of Stynson LLC, an Internet marketing and business strategy consulting firm, Murray teaches the “Digital Marketing” and “Management Communication” courses in Darden’s MBA program. Her expertise extends to interactive media, website design, social media and software product development. At Stynson, she consults clients in all phases... Learn More