Under Armour to Launch First Female-specific Running Shoe

Under Armour is accelerating its efforts to attract the female athlete.

Click here to read the story at wwd.com.

Discussion Questions:

1. What is market segmentation?
2. How might this story represent the concept of market segmentation?
3. Why do you think Under Armour is launching a female-specific running shoe?
4. Why is the company putting an emphasis on attracting female consumers?
5. What type of market segmentation might best describe that strategy?
6. Based on what you learned in this news story, what is Under Armour doing to attract the attention of female consumers?
7. What is product development?
8. How does product development fit within the marketing mix?
9. What is the name of Under Armour’s new product?
10. Why might the name of the product be important?
11. According to this story, what is Under Armour doing differently from a product development perspective with the new running shoe?