This weekend, Under Armour will unveil its biggest marketing campaign ever aimed at female consumers

Under Armour's
new marketing campaign, which was developed after an extensive survey
with female athletes, works to address a feeling from some women that
they needed their own slogan, which the company has tagged BoomBoom-Tap.

Key to expansion

The campaign is
crucial to the company's future as it sees increasing sales of women's
apparel key to its expansion plans. Women's products are now about 24
percent of all sales and Under Armour executives believe those sales will eventually surpass that of men. Under Armour makes athletic apparel that wicks sweat from the body to control body temperature.

The company has acknowledged past missteps in its initial try at
gaining a large share of the women's market. It scrapped its first line
of women's products several years ago because it was nothing more than
a smaller version of the men's line.
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