Reading: Market Penetration Example

Under Armour

Market penetration: focus on current products and current markets in order to increase market share

Market Penetration

Market penetration strategies aim to increase market share using optimized pricing, promotion, and distribution efforts. While this can sound straightforward, successful execution requires consistent alignment across all aspects of the marketing mix.

A strong contemporary example is Under Armour. In recent years, it surpassed Adidas to become the number‑two athletic‑wear provider in North America, focusing aggressively on performance apparel, footwear, and accessories. Its success stems from:

• Strategic distribution through enhanced retail partnerships and a stronger e‑commerce presence
• Targeted promotions and inspiring brand messaging—often featuring top male and female athletes
• Consistency in product innovation that supports brand positioning

The following video campaigns illustrate how Under Armour leverages targeted marketing, using both men’s and women’s athletic icons, to continuously strengthen its market share.

Anthony Joshua in “Forever Is Made Now” (AI-powered male athlete ad):

During 2024–25, Under Armour rolled out its “Let Them Talk” campaign, showcasing elite basketball athletes in compelling video narratives that emphasize resilience and performance. This high-impact promotion helped energize audience engagement and reinforce brand identity.^[1]

Under Armor Debuts “Let Them Talk” Campaign (RDCWorld & women’s basketball)

Creation note: This content in this chapter was updated with the assistance of ChatGPT, and was subsequently reviewed and edited by the author for clarity and accuracy.