Dear Under Armour,
Before I explain why I am disappointed in your recent reveal of the Star Wars inspired clothing line I want to tell you a little but about me. I am the youngest of five siblings. Growing up I had an awesome mix of tinker toys and Barbie dolls because my mom felt that it was okay for a girl to like putting things together as much as she did putting pretty bows in her doll's hair. I frequently played football or army with my brothers and I got muddy on a daily basis much to the dismay of my mother. I did not know what a geek was back then but if we are going to use a label that one would probably fit.
The beauty of the Star Wars movies was that they had such an awesome lead female character. It was at least the first one I remember that didn't make the woman look like she needed the men in her life to act on her behalf. Princess Leia was as strong and confident as she was beautiful. She was a princess by title but did not "act" like a princess. When she had to she kicked some major ass to protect those she cared for. She was a rebel in every sense of that word and I can assure you that many girls that wear your clothing took some inspiration from her. Now, as the Force Awakens is upon us, we see another strong albeit dark side to a female character emerging in Captain Phasma.
It is for this reason that I am shocked that a company that not too long ago had conducted a rather large campaign to engage women interested in getting fit decided to exclude that very demographic from this clothing line. A clothing line based on a movie that we anticipate (by early ticket sales) will likely be a huge blockbuster. Aside from the gender equality issue at hand, you completely miscalculated because in doing so you didn't just alienate women and girls but you missed out on tapping in to a huge portion of sales that likely would have happened if you just thought this whole thing through.
By the way, in case you were unaware of it, RunDisney has two huge Star Wars inspired races in 2016. Thousands of runners, many of whom are women, that will need comfortable running gear. Not very smart of you to exclude them now is it?
Yes, I am thoroughly appalled and will not be purchasing any of your products until this issue is corrected. You should be ashamed.
The response from Under Armour when I emailed them about the Star Wars Clothing Line.
Thank you for reaching out to us.
We appreciate you taking the time to provide us with feedback about our Star Wars gear and apologize that at this time we do not have any Star Wars gear in the Women's line. We have forwarded your response to our product development team for review.
By receiving this type of feedback, we are able to improve our brand to better meet the needs of our customers, and we thank you for your contribution.
Thank you for choosing Under Armour.
-Under Armour Customer Service