I’m in the middle of planning a move to the Baltimore, MD area. I’ve been visiting the area, making friends on twitter, joining local groups and researching local companies. One of those companies is Under Armour.

I was first introduced to Under Armour roughly six years ago. I was sitting in a rowing shell – moving up and down to the rhythm set by the stroke – my eye was drawn time and time again to an imprint showing through the compression shorts in front of me. While trying to stay in time with the stroke I was wracking my brain trying to figure out what the imprint was, what did it mean, etc… Over the next couple of days I realized that EVERY woman I sat behind had that imprint showing through their rowing clothes. Now I really had to figure it out. Finally after much sleuth work I realized I was seeing the impression of Under Armour’s logo time and again. I had seen it before but hadn’t connected that almost everyone in the boathouse wore at least one piece of Under Armour clothing.

Flash back to the future. Researching my move to Baltimore I stumbled upon Under Armour’s career page where I saw they had an opening in Brand Management for a Women’s Marketing Manager. I applied for the position becaue 1) I’m moving to Baltimore and 2) how cool would working for Under Armour be?? Totally speaks to my Inner Girl Athlete! I haven’t heard back but it set my brain in motion – how to better connect women and Under Armour.

The very first thing that jumped out at me was pants. Talk to any women and they will tell you they have a horrible time finding good pants. Once they find that magical pair they will buy not 1 but 3-4 pairs of that pants (usually 2 in black and 1 or 2 in another color). They finally found IT and want to make sure they always have a pair available. I love my Under Armour Tech pants but they are long – way to long for my 5’3” frame. I actually have to wear clogs with a 2” heel when I wear them or I’ll trip all over the bottoms. I did a little digging and found in the reviews over and over again that this was one of the most often cited complaint women have with Under Armour pants. They’re just to dang long. I – and I think just about any women out there – would love to see Under Armour sell their pants in short, regular and long lengths. Give us a good fitting pant and you own us – seriously!

To carry the fit theme a little further. When I registered with Under Armour I was asked which areas of sports I was most interested in. I would love it if I could also enter my measurements when I register. Under Armour could then take that information and suggest which pieces of clothing would best fit me. Then when new lines were released I could be updated not only by sport but fit as well. It would make my shopping experience quicker and easier – especially when some of the research work has already been done for me. As a busy woman I want to be able to hone in on the most useful information to me as quickly and painlessly as possible.

Back to my UA Tech pant (I currently own 2 pair) – I can never remember the proper name of these pants – in my head they are yoga pants. I have to search and search until I find them again on Under Armour’s site. How happy would I be if I could have my own personal favorite / wish list!! I’d love it to work similar to Amazon’s wish list – it would so simplify the buying process for me and when family are asking me what I want for my birthday or Christmas I could direct them to my list. We’d both end up happy.

Women are social but because of time constraints we don’t go shopping in groups or out to lunch like days past. The majority of our social activities now take place in mobile media or online. Under Armour has a general Facebook Page as well as one for running and baseball. I really believe that Under Armour needs to have a fan page dedicated to women. Make the page appeal to her Inner Girl Athlete. Every women involved in sports has an Inner Girl Athlete – the part of her that feels powerful and sexy. Create a place where she can connect and tap into the feeling – she wants to feel like she can conquer the world.

Along with connecting to a women’s Inner Girl Athlete reward her for being a fan. There are applications now where you can set up a boutique inside a fan page. Release new or special items to your fans first. Give fans a two week window where only they can access the new apparel. Women love exclusivity and being the first to have something new!

I have many other ideas but I’ll close with this one because I feel it’s important. I am Title Nine baby – without all the women who came before me I would not have had the opportunities to grow into the athlete I am. March is women’s history month. Under Armour can spotlight women in sports who paved the way and in their honor donate a percentage of every sale for the month of March to a female sports initiative. The 40th anniversary of Title Nine is June 23, 2012 – if Under Armour starts the planning process now they can have a major celebration of women in sports in June 2012 – culminating in creating their own sports initiative for women. I would love to see that happen!

I’m excited to see what direction Under Armour is going to take their women’s line. I admit my brain is currently locked into exploring the many different ways they can better connect with women. I’ve also have some fabulous ideas on how to make better ties to the rowing community. If anyone from Under Armour should come a calling – I’d love to share what’s kicking around in my head!