By conducting market research, Under Armor is now pursuing the idea of ​​marketing its products to women. The company has now launched a campaign called 'What's Beautiful' and is targeting women to buy their products. The campaign was a huge success. According to a Business Insider article, “Under Armor reached its highest level of consumer perception among women ages 18-34 in nearly four years” (Lutz). Under Armor has had billions in total revenue over the last three years and I don't see that being any different this year. Over the years, Under Armor has increased its total revenue each year. This year their revenue will increase again as the company as a whole gets stronger and stronger with each passing year. The company's organizational structure is another reason why Under Armor has become a successful company.