BoA Daily Highlights: How Under Armour value women, how Reebok got Kendrick, Alo Yoga opens in Beverly Hills, and Athleta unleashes girls line

Business of Athleisure, Athleisure, Misty Copeland, Under Armour

Women critical to Under Armour success (Marketing Magazine)

“The growth of the women’s category in sportswear will outpace men’s in two to four years, according to Under Armour’s former EMEA head of marketing, Chris Carroll, who identified women and international expansion as two key pillars of the business to drive future growth.”

How Reebok got Kendrick (Hip Hop DX)

“”I basically chased [Kendrick] for about two years,” Damion Presson, Reebok’s Director of Entertainment Marketing, says during an interview with Complex. “It took about two years to get them to call me back. I was constantly calling, calling, and calling, and finally we met out in Vegas and had a great meeting. They were ready to do a partnership, and then we actually made it happen.””

All Yoga opens up in Beverly Hills (Racked)

“Landing at 8,000 square feet, the shop features an organic coffee bar serving java, juice, and kombucha on tap, plus a relaxing rooftop deck ready for yoga classes. As far as merch, expect to find the It model-faved yoga label’s full collection of workout apparel and accessories for women and men.”

Athleta celebrates girls (Chief Marketer)

“A new campaign, Athleta “The Power of She,” launches with TV spots and slimmed down versions for social channels. Gap, which has been struggling, is powering up for Athleta.”

Aimee Laurel

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