1. SWEAT, BLOOD
AND STYLE
UNDER ARMOUR WOMEN’S RUNNING
APPAREL
ENDURE AND CONQUER THE

2. Under Armour’s women’s brand is a $400
million a year growing market.
According to a Gallup-Wellbeing Poll, 49.6% of those polled were
women found to exercise more than three times a week. That is roughly
166,160 consumers who need apparel to main their daily active
lifestyles!
Running is gaining momentum!
Women of all ages are joining the running
revolution!

3. UnderArmour Women’s Running
Apparel
Who Do We Want:
 Women runners 18+ from beginners to elite!
What Do They Need:
 Highest quality apparel: performance enhancing and “must have style.”
What Do We Want:
 UA is the one-stop-shop for all running apparel and accessory needs

4. Connect, Interact, Convert!
Creating interactions with clients via Facebook
and Twitter:
• Providing training tips & relatable content
• Direct client feedback through polls and
questionnaires
• Link clients to landing page on UA women’ running
site

5. Pin It
to
Win it
UA Women’s Running Pinterest Page
• several boards featuring shoes, tops,
bottoms and accessories
• Linking pinners back to the UA Women’s
Running landing page
• Showcasing content relative to the pinners

6. Traffic and Conversions:
Google Analytics is Key to Success!
Google Analytics:
• Track UA web site traffic and conversion
• ID what categories convert more browsers
to buyers
• SEO for improved search results of UA
Women’s Running page in consumer’s
search results
• Identifying unique keywords for search
results with low-competition and high
result rates

7. Google AdWords Strategy:
Target Audience and Rotate Content
Content is Key
• Rotate dual ads
• One featuring performance enhancing high
quality running apparel
• Another focusing on style meeting performance
• Both ads feature Under Armour as the one stop
for all running needs.
Budget Want You Want, Get the Results You
Need
• $150 cost per day
• Ads annual budget of $54,000
• ROI of 20%
• AdWords will generate $64,800 in revenue

8. Budget Breakdown:
 Twitter page creation and maintenance (
$3000/mo),
 Facebook creation, maintenance and
promotion ($3000/mo),
 Social media strategy creation with ongoing Grand Total Strategy Cost:
monitoring ($7500/mo),
 Blog creation and on-going content

($4,000/mo)
Creation of 24 5 minutes videos for web page
$1,158,000
featuring “runner stories” ($120,000/yr)
 Budget $54,000 annually to finance Google
AdWords campaign at $150 per day.

9. Big Budget = Big Return
Return on Investment
 Minimum of 20% ROI = Revenue of $1,389,600
 Increase future ROI with focus on social media providing higher
browser to buyer conversion
 Building UA’s reputation as a the leader in women’s running apparel.
Through the use of various social media channels (Facebook,
Pinterest, responsive web sites) and analyzing their positive and
negative results in conversion, this campaign promises to increase
return on investment for the UA women’s brand of running apparel
and build brand awareness and retention among women runners of all
fitness levels

10. Questions?
Concerns?
Under Armour
The Leader In Women’s Running Apparel
Presentation by:
Nicole Roofner