• New York Times, Wednesday, September 1, 2010 10:50 AM

Under Armour is pursuing a huge new market -- active young women from ages 13 to 24 -- in a new digital and television campaign, Elizabeth Olson reports. The company has built its brand with stylish workout apparel such as moisture-wicking T-shirts and compression shorts popular among teenage boys, young men and older guys with potbellies and lumpy butts who shouldn't wear them.

"Women's apparel someday will be larger than our men's apparel business, which is our goal," claims Kevin A. Plank, a former college football player who founded the company. Adrienne Lofton, head of Under Armour's women's apparel, says the company is targeting "the team girl," who she defines as "tough, intense and passionate, and she creates her own style."

"We had followed the industry rule, 'Shrink it and pink it,' but when six guys, including me, took a look at the pieces laid out on a table in our office, we all realized that they didn't work," says Steve Battista, the company's vp for brands. The line will be introduced today with a campaign called "Protect This House I Will."

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