Under Armour To Court Women
Under Armour, the Baltimore sports apparel company, is changing up its marketing to better target female athletes, according to this story in the Baltimore Sun. Now, in addition to grunting men, the ads will feature sweating women---and what the company is calling "BoomBoom-Tap."
" 'They flat out asked, "Where's our rallying cry?" ' Steve Battista, Under Armour's vice president of brand marketing, told the Sun. 'They felt like from the advertising and marketing side they weren't getting the same aspirational message that we have on the men's side.'
BoomBoom-Tap is a rhythmic set of claps -- two quick claps followed by one long one -- that has been heard in other Under Armour commercials. And it's something that female athletes have told the company they have adopted in their pre-game huddles."
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