2-1 Blog: Under Armour: Where do We Go From Here?

Written by: Lidia Bronkowska

Market segmentation is the process of dividing the large and diverse mass market into subsets of consumers who share common needs, characteristics, or behaviors, and then targeting one or more of those segments with a distinct marketing mix (Kardes, p.39). According to the Under Armour case study, the founder, Kevin Plank, realized that a small portion of the sales came from women’s apparel; specifically only $500 million sales out of $2.3 billion sales in 2013. With that in mind, Plank was ready to expand into the female market segment. In March 2013, Under Armour’s competitor, Adidas, had launched a campaign geared toward the female market but was considered a failure. However, this didn’t discourage Plank as he continued to pursue a campaign to pursue the female market; Under Armour launched the “I Will What I Want” campaign in 2014 (Murray). 

I think Under Armour used demographic characteristics to create one market segment. Looking at the demographic characteristics would be things like age, gender, income, education, occupation, social class, marital status, household size, family life cycle, and culture or ethnicity (Kardes, p. 41). Under Armour also took in consideration psychographics. Psychographics is a term variously used to describe the measurement of lifestyle, attitudes, beliefs, and social values (Kardes, p. 50). Leanne Fremar, senior VP and creative director of women’s business stated that the overall goal of the campaign was to celebrate women “who had the physical and mental strength to tune out the external pressures and turn inward and chart their own course” (Murray).

I think some key points to remember when implementing segmentation strategies is to remember who your marketing too. Create a few personas and market to those people. Another point to remember is what is the goal? Are you trying to get your brand out to the public? Are you selling a product or a service? Are you trying to reach people’s emotions and relate to them? Are you reaching a new market segment? Like Under Armour did with the “I Will What I Want” campaign. A third point is to remember is are you marketing to the mass or are you marketing to a niche group of consumers?

A new market segment that has been targeted to me recently that hasn’t before are clothing items specific to the southeastern conference. I think this is because I’ve taken over my company’s instagram account and we are a company heavily involved in the collegiate market. I create graphics that sometimes require me to search current and retired player stats. I’ve also started playing fantasy football this year with a few of my friends and so I’m also following the NFL more than I normally have in the past. I think this would be a fun market to explore; new football fans and to narrow it down even more, new female football fans. One of the first things I would do is create personas, one of them would be similar to me, as whatever these other companies are doing are working and reaching me as their consumer. 


Kardes, F. R., Cronley, M. L., & Cline, T. W. (2015). Consumer Behavior (2nd ed.). Boston, MA: Cengage Learning.

Murray, M., & Saghian, M. (2016). Under Armour’s Willful Digital Moves. Charlottesville, VA: Darden Business Publishing

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