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Under Armour targets baby boomers

Golf Week, 2/9/09

Abstract:

This isn’t your teenager’s Under Armour apparel anymore.

The testosterone-fueled marketing that has made the performance-wear company a favorite among young athletes is taking aim at a new audience: the country-club set.

Under Armour apparel for golf’s baby boomers, as to be expected, has a far-more conservative look, meaning traditional stripes abound. But the fabrics – 95 percent polyester and 5 percent lycra – and performance attributes, such as UV protection, moisture wicking and odor control, mirror Under Armour garments for football and baseball, around which the company built its reputation.

And Under Armour’s golf offerings aren’t limited to shirts. Its product lineup includes shorts, outerwear, gloves and socks – even underwear. Moisture-management briefs might seem over the top, but Under Armour officials make a case for an all-or-nothing proposition.

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