Under Armour (UA):Creating and Growing a New Consumer Brand

Discuss UA's previous "shrink and pink" approach from a product perspective and a brand perspective.

Provide a short overview of UA's "brand story". Do you feel that story will resonate with women OR must UA alter its brand positioning to effectively target women?

UA may have stubbled a bit on the product side in trying to target women, but its campaigns have all spoken clearly to its brand positioning. How so? What have they leveraged?

Discuss 3-5 examples of how UA has shown relentless consistency in building a consumer brand.