01 Secondary Research
A deep analysis of Under Armour's brand and the current environment regarding pandemic-fitness routines and needs helped lay a foundation.
Women have been driving pandemic sales, and UA is still invisible to Gen Z.
The general target audience needs to be women age 18-24 in order to maximize business-goal results.
02 Primary Research
A survey was sent out by myself and colleague Shelby Robinson to uncover more about our target's fitness journeys during the pandemic.
People are seeking control in an uncontrollable time. Fitness and mental wellness is a coping tool.
The strategy needs to play into giving control back to our audience and empower them.
03 Strategy Development
The strategy for the activation needed to be created based on our target's needs discovered through primary and secondary research.
Athletes felt powerless, people everywhere discovered fitness as a coping mechanism, and no one wants to be pitied.
Showcase safe fitness routines to show power, motivate people to use fitness to achieve wellness, and support without pity.
04 Activation Plan
The plan included what the activation would consist of, and the media mix, budget, media plan and return on investment.
Our audience needs a motivation tool, database for workouts, space to look internally, community builder, and educational tool.
A microsite called "The Only Way is You" plays off UA's current marketing tagline and meets athlete's needs while elevating UA's brand.