Under Armour: Nike And Lululemon's Advertising Campaign

Introduction

As a high-end and professional sportswear and sports equipment brand which was established in 1996, Under Armour has been favoured by American athletes and consumers. Although Under Armour is a household brand in the United States, it was losing the vast majority of female consumers because of its emphasis on masculinity in the previous advertising campaign. Under Armour was facing a double challenge in the promoting of there women's sportswear, which brought by the traditional sports brands being represented by Nike and Adidas, and fashion sportswear brands such as Victoria’s secret and Lululemon. In this case, Under Armour need to