By carrying out market research Under Armor is now pursuing the idea of ​​marketing its products to women. The company has now started a campaign called "What's Beautiful" and is targeting women to purchase their products. The campaign was a huge success. According to a Business Insider article, “Under Armor has achieved the highest levels of consumer perception among women ages 18 to 34 in nearly four years” (Lutz). Under Armor has had total revenue in the billions over the last three years and I don't see this year being any different. Over the years, Under Armor has increased its total revenue every year. This year they will increase their revenue again because the company as a whole gets stronger and stronger as the years go by. The company's organizational structure is another reason Under Armor has been successful