Is this all you need to do to sell to women?

Under Armour signs on SportChek store, West Broadway, Vancouver, BC

"Pink it and shrink it" is one of the common complaints about sports brands that try to enter the women's market. The "pink and shrink" phenomenon has been observed in both clothing and also hardgoods such as bicycles.

Under Armour is making concerted effort to enter the women's market and compete with the likes of lululemon. In fact the women's wear division of Under Armour is based in New York City, rather than the company's headquarters in Baltimore, Maryland.

So why does the brand use these huge swathes of pink its promotion of women's wear?

The tee shirt on the right is part of a breast cancer campaign that Under Armour is supporting.

Check Yourself Breast Cancer Tee Shirt
(Source: https://www.underarmour.com/en-us/pip-check-yourself-ssc/pid1248564)

So, while "Pink it and shrink it" is often a justified criticism of brands that are trying to move into the women's market, in this case the pink is good fit for the brand and its attempt to connect with women.