September 8, 2010, 3:04 PM

Under Armour launches a campaign targeting women

The sports apparel and gear manufacturer aims at women with social media.

Under Armour Inc., a sports apparel and gear manufacturer, launched last week an  advertising and social media platform aimed at women and featuring world-class athletes including Olympic Gold medalist Lindsey Vonn. The multichannel campaign—“Protect This House. I Will.”—includes a new Facebook page that focuses on delivering in-depth content that targets female consumers.

The women’s Facebook page ( enables members to create their own team Facebook pages within the Under Armour community. Members can share photos and statistics from past sports contests, post information about upcoming events, chat with teammates and interact with other athletes across the U.S. Fans also can get personal inside information from Under Armour athletes, be the first to see new styles and designs, and receive workout tips and other information.

“Our female consumers are loyal, dynamic, driven and active, and the evolution of the “Protect This House. I Will.” campaign demonstrates our passion to connect with our brand fans and create a vibrant community that they can truly call their own,” says Adrienne Lofton, senior director, women’s marketing at Under Armour. “We are looking forward to engaging our fans with a backstage pass to the Under Armour brand and becoming a destination for female athletes across all sports.”

Under Armour, No. 215 in Internet Retailer’s Top 500 Guide, is supporting the campaign through social media channels including YouTube, direct integration into the athletes’ Facebook and Twitter accounts, and the new women’s Facebook page. Exclusive long-form videos featuring Under Armour’s premier female athlete endorsers will be uploaded to the brand’s YouTube page and women’s Facebook page.

The “Protect This House. I Will.” videos debuted Sept. 1 on Under Armour’s YouTube page, with banner ads across a variety of web sites, and online networks including,,, and

The online campaign, which consists of multiple 60-second and 30-second spots, features top female athletes that endorse Under Armour products, including downhill skier Vonn, soccer star Lauren Cheney, and runner Monica Hargrove. The Under Armour videos follow the athletes during their grueling training sessions, examining what drives them to succeed. The women athletes also will be featured in a 60-second spot with two male athletes, National Basketball Association player Brandon Jennings and Olympic gold medal-winning swimmer Michael Phelps.

The spots were co-created and co-produced in-house by Under Armour and creative think tank WMIG, and directed by Emmy Award-winning creative production company Shilo.

In addition, the women’s campaign will be highlighted at retail locations and in print advertisements.

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