In Play

Sports brand Under Armour adds new twists to appeal to both mom and kid.

First available at retail in 2007, Under Armour’s active wear line for children has become a go-to sports brand for kids, and has been the fastest growing branch of the company, increasing more than 30 percent each year. Adrienne Lofton Shaw, senior marketing director at Under Armour, attributes some of its success to the younger generation wanting to emulate their older siblings, and to the many focus groups they held to learn more about this demographic. “We’re talking to young athletes, seeing what they’re looking for and actually building what they’re asking,” she says.

Shaw describes the Spring ’13 collection as “sports centric, original, trend ripe and stylish,” while maintaining the Under Armour voice. The collection includes bright, neon colors that follow the trends of the season, as well as some other innovations. The line features a shirt that displays a pattern when it becomes wet, encouraging kids to get active, and another has a logo that changes color in the sun. “We showed a kid that graphic about 18 months ago and his eyes [lit up]. When you see the elation you know you’re on to something and it’s the validation to go build it,” she says. The clothing is made of charge-cotton fabric, which dries five times faster while still having a soft feel.

Shaw calls their customers the “next generation” of athletes. She says the Under Armour team identifies their target boy consumer as the “future champ” who looks up to his big brother, is involved in various sports and stands out amongst his peers. They call their girl the “rising star,” and describe her as wanting to have fun and look good while playing sports, which fits into their mission – to give children the looks they want while also pleasing parents. “While the kid is choosing the products, the mom is the one using her wallet,” she notes. “It’s critical to make sure we’re talking to both.”

Part of this aspect plays into Under Armour’s overarching factor of performance in all of its active wear and footwear, which includes keeping children safe. For the spring collection, Under Armour accomplishes this with UPF50 in each piece to offer children protection from the sun. While moms love the fact that their kids are shielded from the sun’s harmful effects, children love the fun designs and colors. Footwear and accessories, such as headbands made out of wrap tape, round out the spring collection. “The reaction has been amazing,” Shaw notes.

While Under Armour is currently focusing on core athletic stores, such as Sport’s Authority and Dick’s Sporting Goods, the brand hopes to expand more into specialty boutiques in the coming years as well as develop its e-commerce site, ua.com.

Through the Under Armour children’s line, Shaw hopes that the brand builds loyalty at an early age that continues as kids grow into serious athletes. She says: “We know we’re building the right product for our little boy and girl, and as long as we introduce it to them and get it on their backs, we know we’ll be successful.”

– Maria Bouselli