Case : Under Armour's Willful Digital Moves

1. Write a positioning statement for the UA brand and evaluate the drivers of UA's initial brand-building success. Under Armour's positioning statement is to provide high quality and innovative sportswear that offers performance benefits and enhances the wearers confidence through the comfort of the product. 2. Analyze the brand's ads targeted at women (see Table 2 in the case) to determine how well they align with the brand's positioning and how they resonate with women. 3. Derive and articulate the different approaches UA has used to reach and resonate with women. 4. Recommend the ideal approach going forward to achieve the goal of $1.9 billion in sales to women by 2019.