Under Armour has proven itself as the frontrunner in performance athletic apparel and has based their brand around innovation. However, as a consumer, I find Under Armour to be a little too agressive when it comes to their advertising and the way they are perceived as a brand.
I feel that Under Armour has the opportunity to stay loyal to their existing consumers while branching out to less 'extreme' atheletes. The company itself is an underdog story, so why not play with that idea a little further. I think losing the chains and battle-focused ads could help a different market relate to the brand better. Becoming more emotional and thoughtful could increase Under Armours sales once they've tapped in to a different target market.
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