Under Armour recruit female fitness fans

Under Armour teamed up with RED (Little Red Book or Xiaohongshu) to create an immersive brand campaign, combining online and offline events to drive brand awareness among their growing female audience in Asia.

The American sports brand, famous for its tough brand image among male users, was looking to increase market share for their women’s line. RED is the perfect social media and ecommerce platform for this as it has over 100 million users and 86% of them are young women.

What did we love about this collaboration?

The integration of the online campaign and offline experiences was beautifully executed, with events such as 100 people yoga, roundtable workshops and celebrity teachers etc. It also made great use of KOLs (Key Opinion Leaders or Influencers) and guided users carefully to convert offline. 

What were the results?

The volume of Under Armour brand searches increased by 31% and the search trend of Under Armour brand + Yoga increased by 690%. The campaign improved brand awareness and popularity across the board, and successfully uplifted offline sales of Under Armour sports and underwear.