A number of sportswear brands are trying to do a better job of reaching female customers, but marketer Meredith Chase says advertising messages are too often generic. "Everybody has been doing the same thing over and over again -- 'rah rah, you go girl' empowerment stuff," she said. "There's nothing deeper there." Chase and her agency Guidance Counsel are trying to change that by working with Under Armour as it seeks to connect with women.

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