Under Armour is taking efforts to broaden its female customer base to a global level.
The Baltimore-based athletic apparel firm will outfit several female athletes during the Beijing Olympic Games, including the entire 18-member U.S. field hockey team.
It’s the first time Under Armour will be represented in the Summer Games.
The company will also provide gear for female soccer, softball and volleyball athletes participating in the games.
“Our close relationships with female Olympic athletes reflects Under Armour’s year-round commitment to helping young female athletes reach their athletic potential,” said Kevin Haley, senior vice president of sports marketing for Under Armour.
Under Armour tried to expand its women’s apparel business, launching its “Boom, Boom, Tap” campaign aimed at females in July 2007. “Our Beijing presence is an extension of our continued focus to support female athletes and women’s sports,” Haley said.
In the first six months of 2008, Under Armour’s sales of women’s apparel increased almost 27 percent to $54.8 million from $43.2 million in the same period last year. Women’s apparel accounted for more than 24 percent of Under Armour’s total apparel sales in the first half of the year.
Under Armour, a 13-year-old company, has traditionally identified with male consumers, first offering apparel, cleats and accessories for football, said Barb Clapp, founder and CEO of Barb Clapp Advertising & Marketing in Lutherville. It’s clear the company is shifting its marketing focus, Clapp added.
“They’re trying to gain a larger market share and let the female athlete know there’s availability of Under Armour gear,” said Clapp, who has almost 25 years of professional marketing experience. “The female side of sales probably isn’t as strong as it could be, because Under Armour is kind of a male brand.”
Under Amour will have its product on display before a massive audience. The 2004 Summer Games in Athens, Greece, had a television audience of almost 4 billion viewers and was seen in 220 countries, according to the International Olympic Committee.
“There’s a lot of great stories in the Olympics tied to female athletes, a lot of human interest stories, so it’s a great move on Under Armour’s part,” Clapp said.
The Beijing Olympic Games begin with an opening ceremony today, with competition lasting until Aug. 24.
