Baltimore, Maryland — The message from Under Armour has gone from "Will you protect this house?" to "I Will".
The company is beginning 2013 with a new marketing campaign, and a renewed effort to make headway in sales beyond apparel for men, namely shoes and women. Both have been weaker segments for UA but are seen as huge growth opportunities.
Perhaps to investors, the shift in motto describes the next phase in the company's development: From disruptive growth company to global retail machine ready to take Nike head on.