I’m paying close attention to the marketing aspect of Under Armour. Last week I stated that they had a clear advantage in boxing over other brands and that a solid promotion of their athletes could generate more interest.
Under Armour is obviously paying attention and they are spending more time developing their marketing on boxing. While boxing is a niche category, the training aspect of boxing fits the community based sports that are currently dominating the market.
In Canelo and Anthony Joshua Under Armour has a built in crossover appeal if they deliver more video content of the champions. Nice move UA and they’ve reinforced with a redesigned homepage on the boxing site, but they have yet to give the homepage of the website a section dedicated to boxing. I’m waiting on that change, but so far so good. #keeplistening
— Under Armour (@UnderArmour) May 4, 2017