Last month, Under Armour launched its new 'I Will What I Want' campaign, featuring ballerina Misty Copeland.
By the end of last year, women's apparel sales only accounted for 30 percent of Under Armour's business. While Under Armour's former "I Will" campaign was successful in terms of overall profit, they just seemed to be missing the mark for women.
Under Armour's challenge was clear: to create a uniquely empowering space for their women's brand to grow. But how could a brand like Under Armour even begin to start a meaningful conversation with women, when brands like Nike and Lululemon are already ruling that space? Should they even try?
First, they had to figure out exactly who they were talking to.