In the case study “Under Armour’s Willful Digital Moves” we see the birth of a new era within Under Armour’s primarily male dominated brand identity. Primarily seen as a mens brand, Under Armour repositioned themselves using key market segment implentation knowledge and techniques. “I Will What I Want” was a way for the brand to connect to their female market in a way that allowed women to relate and feel understood.

• Using Demographics Under Armour was able to apply and cater to the information of age and gender of their consumer to enahnce and shape their marketing campaign within each geographic location.

• Using the demographic information Under Armour was able to Identify their Audience and further provide a more ideal and relatable campaign. Utilizing known female athletes to identify and connect to their consumers within specific regions.
• Then came the Psychographic information of their consumer, their lifestyle choices and social class as well as learning the goals and interests of the particular market helped to form a concrete multi-functional ad campaign that personified the consumer market Under Armour was searching for. Creating a campaign that embodied strength and femeninity of their conumer.
• Lastly, understanding the Consumer Behavior of their target market was a way to learn and adapt their ad campaign so that it fit the need of their consumer. Catering to the woman who needs durable strength in her clothes because she embodies these attributes in her daily life was a way that Under Armour was able to create a refreshing brand identity geared towards and for women of all kinds.

Within this ever evolving market we see a more consumer driven market and the need for more conscious rebranding due to this fact. The newest market segment I have seen a focus on is Knowledge. We see this now due to the newer and more informed tech savvy consumer with the power to look into all kinds of practices with the swipe of a finger. Knowledge seems to be the newest commodity for sale within the newer social media driven marketing techniques. Long gone are the days of brands providing all the information due to major scandals erupting through many years. Today, consumers want retail transparency and prefer the knowledge come from the brand itself. Thanks to social media a brand can be made or broken within minutes, and knowledge is a great way for many brands to remain relevant.