Under Armour. I wick. I mean, I will.

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I love Under Armour.  I do. It’s an amazing, important brand. If the company didn’t invent compression shorts, it certainly gets credit for it.  The story is great, the product meaningful, and the company with its Baltimore provenance has people rooting for it.  Sports apparel is a category alone in its ability to push through the recession and Under Armour is leading that growth. Under Armour owns the “hard body.” But image-wise, it’s operating in a competitive field with players spending a lot more money.  Gatorade and Nike were first to hard body. Though all three focus on the flesh, sinew and sweat, Under Armour focus should be on the packaging (of that body).

Women’s Sports Apparel

Now Under Armour is amping up it targeting of women, who account for only 25% of sales. It is doing so by extending with the “I will” and “Protect this House I will” brand idea.  Don’t get me wrong, the imagery and music is rousing and I love Lindsey Vonn, but the brand idea is not tight enough to slap a pair of balls on some women’s training footage and make a lasting Under Armour product statement. Were I women watching the spots, I’d be inclined to go out and buy some Gatorade.

Under Amour’s Focus

Under Armour also brand extended into sneakers, cleats and sunglasses — a couple of moves which have hurt serious brand development. There is an amazing, ownable brand idea waiting for Under Armour to claim.  It has made to order brand planks, all of which can be mapped to its DNA…and it is unique to the category. Write me for the idea, if you haven’t figured it out already. Peace.