Competitive Edge - Sports & Entertainment Marketing News

Under Armour’s Focus On Women Is Paying Dividends In Innovation And Sales


When then-21-year-old alpine ski racer Lindsey Vonn first joined Under Armour in 2006, the decade-old apparel and performance brand out of Baltimore didn’t offer much in terms of women’s-specific apparel or gear. 

Like many companies before it and at that time, Under Armour fell victim to the “shrink it and pink it” marketing strategy in an effort to appeal to female customers.

Click here to read the story from

Questions for Classroom Discussion

  1. Based on information from this story, what is a “shrink it and pink it” marketing strategy?
  2. Why do you think Under Armour’s initial “shrink it and pink it” marketing strategy fell flat when it initially began marketing to female consumers?
  3. What are demographics? How might this story represent an example of demographics?
  4. What is a target market? Why would Under Armour want to target female consumers as part of their marketing strategy?
  5. What is innovation and why is it important for a business like Under Armour? According to this story, how has innovation and a new approach to how the brand markets to female consumers impacted Under Armour?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors