Consulting Project
Student Consultant, DePaul University
10‑Week Capstone Consulting Engagement
This consulting project analyzed why Under Armour continues to underperform in the women’s apparel category despite success in performancewear. Our team evaluated product offerings, market competition, and brand perception to develop a strategy that would reposition Under Armour as a relevant choice for modern female consumers.
Our Insights
Under Armour is well‑recognized for performance and training gear but lacks traction among women seeking everyday athleisure. Its branding, design direction, and marketing have failed to resonate with women outside of hardcore athletic settings. Our market analysis revealed:
Female consumers increasingly prioritize style, lifestyle versatility, and digital shopping experiences
UA trails competitors like Nike, Adidas, and Lululemon in lifestyle branding
Limited influencer partnerships and a male‑leaning brand image weaken UA’s appeal to women
UA’s women’s e‑commerce experience is not optimized for discovery or personalization
Core Findings That Shaped Our Strategic Direction
Through our research and brainstorming, our group identified three core issues contributing to Under Armour’s loss of customers. First, we found that Under Armour is no longer viewed as a go‑to brand for female athleisure consumers, a segment that has become increasingly influential in the market. Second, we recognized that the brand lacks trend‑driven and versatile athleisure products, making it difficult for Under Armour to compete with brands that successfully blend performance with everyday style. Finally, we saw challenges in customer loyalty, as many long‑time consumers have shifted toward competitors such as Nike, Lululemon, and Adidas. These insights shaped our understanding of the brand’s current position and guided us toward developing targeted solutions aimed at rebuilding relevance, strengthening product appeal, and re‑engaging both new and former customers.
Our solution’s
Under Armour Elevate
A rebrand centered around strength, confidence, and versatility—led by athlete partnerships to elevate visibility and trust.
Why: 78% of consumers are more likely to repurchase from brands offering personalized experiences (McKinsey)
Limited‑Edition Ath-leisure Drops
Exclusive, trend‑driven collections designed to build hype, improve desirability, and appeal to lifestyle‑focused consumers
Why: 60% of consumers purchase limited-edition products due to FOMO (THG Ingenuity).
Digital‑First Experience Overhaul
A redesigned women’s e‑commerce experience with improved navigation, curated “Simone’s Picks,” interactive try‑ons, personalized style recommendations, and enhanced storytelling.
Why: 62% of consumers would lose loyalty to a brand delivering non-personalized experiences, up from 45% in 2021(Statista).
Our Hopeful Future
Our proposed Under Armour Elevate campaign directly addresses the brand’s weaknesses by blending performance with lifestyle appeal. Featuring Simone Biles as the face of the movement, the campaign reframes Under Armour Women as strong, stylish, and modern. Your solutions—limited‑edition drops, curated collections, enhanced e‑commerce experiences, and community‑driven events—work together to create excitement, exclusivity, and deeper brand connection.
Overall, our project demonstrates how Under Armour can rebuild loyalty, attract new female consumers, and reposition itself as a competitive force in the women’s athleisure market. By modernizing its digital presence, elevating its storytelling, and aligning with influential female athletes, Under Armour can shift from being performance‑only to becoming a brand where strength meets style—ultimately driving growth, relevance, and long‑term customer engagement.