Under
Armour, a sporting goods company that has traditionally been more successful
selling to men, has launched a multifaceted fall campaign in what the brand is
calling its biggest female-focused initiative yet. It’s running static and
rich-media ads on Facebook, Twitter, Hulu, MTV.com and women’s lifestyle site
Fitsugar.com. The video portion of the ad buys will utilize 15- and 30-second
spots that depict females in sometimes grueling training activities.
