Under Armour Thinks You Adorable Ladies Need To Choose ‘Your Color’ For Sports Gear (But Men Don’t)


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On Monday, while creating my “bright running shoes” shopping guide, I was looking through all the sites I would normally look at for sports gear and found a rather striking difference between the appearances of Under Armour‘s women’s frontpage and the men’s. Above is the initial page prior to choosing men’s or women’s clothing.


The men’s site includes the same photo of the guy running, celebrating the act and runner.


The women’s site doesn’t celebrate running or female runners so much as it shows off all the colors and fashion styles you can get your oh-so-adorbz clothing in. Because that’s all that female runners care about: how cute we look in our clothes and whether they go with our skin’s undertones! “Hey Becky, do I have a winter complexion or am I more of a runner who should be respected as such?” Let’s go with the latter, please.

While I obviously did a guide on bright, colorful running shoes, that was because I personally love those types of looks, and it has nothing to do with my gender. Men love neon shoes, as well, but we’re a women’s site, so the ones I posted were for women. However, if you’re going to be a retailer of both men and women’s shoes, you shouldn’t just patronizingly put performance over appearance for the men and the opposite for women in their advertising.

Additionally, their side-by-side men’s/women’s site blend (shown at the top of this post) still shows a bit of gendering, as the woman is wearing primarily pink and the guy is in blue, i.e. the “traditional” colors signifying femininity and masculinity.

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    • chickadee

      I get your point, but you aren’t really arguing from a strong position when you discovered this in your quest to find brightly-colored shoes even if you try to explain it away by saying you like bright colors. It would have been nice if the header showed a runner rather than gear, but again – you found the site because you were looking for brightly colored clothing….

      • Eileen

        See, I kind of like the idea of showing the gear, rather than the runner – the gear is what you’re buying, after all, not the runner’s physique. Although it’s definitely a little weird to show just a runner on one and just clothes on the other.

      • chickadee

        Yeah, there is an unequal approach there, and I also don’t think it’s a new idea that women are often more interested in fashion options than men. Not that I think that’s innate, but it is how marketing approaches the genders. I’m not too fussed about the fact that they put the women’s clothes right out there either. And if anyone wants to get their knickers in a twist about garment advertising, just hop on over to any website selling motorcycle gear. It’s pretty offensive.