JUNE 8-14, 2020

Challenge

The Pride collection for Under Armour was a first time launch in SS20. They wanted to push the collection which included Pride themed shoes and apparel to a large female audience. Women have been found to be more accepting and tolerant of the LGBTQ community hence their objective of reaching out to a largely female community.

Solution

Under Armour wanted to reach a wider audience aside from what their sales and social media channels allowed. They tapped onto paid marketing services and on-site banners, CRM and social media channels to reach a larger female audience.