Under Armour, the sports apparel company you can no longer walk ten feet without encountering, is branching out again. How? It was previously thought the company’s biggest push would be into the shoe sector, where it trails rival Nike significantly. And while Under Armor has made inroads in footwear, having its shoes on the indefatigable feet of reigning NBA MVP Steph Curry, the company sees another market open to its special touch.
Under Armour is making a huge, spirited, stylish push into women’s athletic wear and underwear. Particularly sports bras, but its plans include invading Lululemon’s yoga territory too. A powerful ad campaign featuring the great Misty Copeland, skiing sensation Lindsey Vonn, supermodel Gisele Bundchen and soccer star Kelley O’Hara launches the brand’s Armour Bra collection. The tagline is “I will what I want.” Indeed.