By: Samantha Bielawski
When it comes to Under Armour they are a company that had built itself from the ground up. With the origins being undershirts for football players and having the “tough guy” look Under Armour was lacking in the female segment. With Under Armour wanting to compete with its rivals for the top spot, Nike and Adidas, Under Armour had to create a campaign that separated them from their rivals. With a known failure of Adidas campaign, “Unite All Originals”, Under Armour took a risk with their own campaign to gain more female customers with “I Will What I Want”. In the Under Armour campaign they had used athletes that might have been considered “rejected” athletes and how they overcame those difficulties.
Key points to keep in mind when implementing segmentation strategies are geographic, behavioral, demographics, and psychographics. These are all important to keep in mind when thinking about who you are wanting to target. Originally the Under Armour target was women athletes that were doubted in some way and persevered. This helping connect the targeted audience to the Under Armour brand in a psychological and behavioral way. Even though there a lot of emotional and powerful marketing strategies it is important that you do not lose sight of what you are doing, promoting a brand and a product.
A new market segment that I have noticed lately is in a way a new form of marketing. Where you have influencers in a way that are not your normal influencers. For example, Tik Tok has a lot of everyday people that rate and report products quality and how well they work. Some are somewhat serious while others are flat out hilarious. One that comes to mind is a woman that informed everyone that her vacuum had finally choked and died from battling pet hair and toddlers every day. While looking for something to help continue with cleaning the house she discovered her husband’s Rigid shop vac. After a few hilarious videos about her new found love for the Rigid vacuum, the company sent her a new vacuum along with several accessories. This is an example of letting customers do the advertising for you. A segment that could be a consideration is making a campaign #howdoyouArmourup where various athletes and everyday people are encouraged to show off what they do. This would be a good way to promote other sports and people of different walks of life to show off what they are proud of. This is something that can easily be shared on multiple social media platforms and Under Armour can track it and use some of the influencers post for other advertisements.
Sam Bielawski 