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Under Armour Warns Lack Of Female Engagement Is Due to 'Lazy Storytelling'

  • The Drum, Wednesday, April 20, 2016 7:31 AM

Brands need to up their game when it comes to storytelling if they want to take advantage of the growing opportunity of marketing sportswear to women, according to Under Armour. The brand's EMEA Marketing Director Christopher Carroll told Advertising Week Europe yesterday that the lack of growth following the Olympics in sports that females were successful in is due to "lazy storytelling."

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