(The Daily Record/Maximilian Franz)
(The Daily Record/Maximilian Franz)

A perfect 10 for Under Armour?

The night the U.S. women’s gymnastics team won gold in 2012, 38.7 million people were watching.

Now imagine if all of those eyes happened to see an Under Armour logo on the hip of each champion.

It seems like a pretty good reason in itself for the Baltimore brand to take on the sport, partnering with USA Gymnastics as well as NCAA teams.

But Brett Nelligan, coach of the women’s gymnastics team at the University of Maryland, pointed out another advantage of choosing gymnastics.

“Gymnasts are some of the most fit athletes on the planet,” he said.

Under Armour has made it clear that it aims to “make all athletes better.” What better way to showcase that, than on some of the most athletic people out there?

(The Daily Record/Maximilian Franz)

(The Daily Record/Maximilian Franz)

Under Armour has also made clear that it wants to grow its female customer base.

CEO Kevin Plank said in his last conference call with investors that the company was “bullish in our women’s business” because “there has been a quiet shift going on, where women are increasingly wearing ‘athletic product’ outside of the gym.” The brand has been appealing to women in part by creating more fashion variety in its women’s Studio line.

While Under Armour will showcase its gymnastics uniforms on both men and women, the women’s leotards arguably allow more opportunity for creative designs —just take a look at that UMD pride leotard (above on the right). Assuming that some of those 30 to 40 million viewers are female, showcasing creative designs might not be a bad idea.

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