Armoured for Change

    • Under Armour’s women’s sales grew 77% year-over-year from January to May.
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Under Armour released its UA HOVR Breakthru sneaker yesterday — the company’s first basketball shoe designed by, and for, women. The apparel company furthered its focus on products cultivated specifically for women with the launch of the Meridian + Moisture Infuse line coming Sept. 23.

The sneaker design was the result of extensive testing with a variety of high school and collegiate women’s teams, as well as the Chinese national 3×3 team — and Under Armour is confident it meets the “unique” demands of women’s feet. The M+MI line was developed with feedback from consumers and athletes at the forefront.

Under Armour has struggled in 2020, but its focus on women-centric products — after years of the “shrink it and pink it” marketing strategy — seems to be paying off

Under Armour’s Women-Driven Growth: 

  • Women’s activewear sales grew 77% year-over-year from January to May.
  • Before the pandemic, online sales for women’s apparel were up 214%.
  • Girls’ apparel online sales are up 46% year to date.