JUNE 8-14, 2020
The Pride collection for Under Armour was a first time launch in SS20. They wanted to push the collection which included Pride themed shoes and apparel to a large female audience. Women have been found to be more accepting and tolerant of the LGBTQ community hence their objective of reaching out to a largely female community.
Under Armour wanted to reach a wider audience aside from what their sales and social media channels allowed. They tapped onto paid marketing services and on-site banners, CRM and social media channels to reach a larger female audience.
Their campaign saw a total sales uplift of 2.9X with about 4.8 million impressions.
Total Sales Uplift
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