Under Armour I WILL WHAT I WANT Campaign Survey

Under Armour I WILL WHAT I WANT Campaign Survey


Organization:

Northwestern University

Program:

Master’s in Sports Administration

Course:

Sports Research Methods

Author:

Mollye Peters

 

Overview

One of the projects for my Sports Research Methods course was to create a survey and analyze the results. At this time, I was paying close attention to Under Armour’s I WILL WHAT I WANT campaign. The purpose of this campaign was to promote Under Armour as a female friendly/advocate brand because Under Armour is known as a male dominant brand and industry trends show growth within athletic apparel for women. Therefore, I wanted to see if the campaign was, in fact, accomplishing the purpose of the I WILL WHAT I WANT campaign. Here is the survey created to determine if Under Armour’s I WILL WHAT I WANT campaign has an effect on female purchasers of athletic apparel products. The corresponding results are below, as well as the analysis.

Results

Analysis


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