# Stylish Footwear Campaigns Under Armour Targets Gen Z in its New 'Flex As You Go' Campaign By Debra John | Published 2024-08-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/flex-as-you-go References: [marketing-interactive](https://www.marketing-interactive.com/under-armour-flexes-street-style-sports) & [underarmour](https://www.underarmour.ca/en-ca/?cid=PLA_OMD_CA_499_2vY0xlLdR2i&gad_source=1&gclid=Cj0KCQjw28W2BhC7ARIsAPerrcJ0peXQyTdwrAR0cU0SIEMRqMNGWDET0BZYK7ALcqJ7sHe_06Z5-qgaAqX_EALw_wcB&gclsrc=aw.ds)  [Under Armour](https://www.trendhunter.com/trends/selection-of-versatile-shoes) has launched its new 'Flex As You Go' campaign alongside the introduction of the 'SlipSpeed Mega' shoe, strategically "[targeting a younger and fashion-conscious audience](https://www.trendhunter.com/trends/on-rotation), marking a notable shift from the brand’s traditional focus on classic athletes," aiming to engage style-savvy [streetwear enthusiasts](https://www.trendhunter.com/trends/turn-it-up) and emerging cultural trendsetters. The campaign is "designed to be full-funnel, with the dual objectives of driving sales for the SlipSpeed Mega" and illustrating its versatility. By emphasizing the shoe’s suitability for a range of activities beyond conventional fitness routines, Under Armour seeks to highlight its appeal to a vibrant and active consumer base. This initiative not only showcases the product’s functionality but also aligns with the lifestyle aspirations of a younger generation, positioning the SlipSpeed Mega as a key element in their everyday fashion and activities. Image Credit: Under Armour / Marketing - Interactive ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 79% | Activity: 87% | Freshness: 28% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Youth-focused Marketing:** Footwear brands are increasingly creating campaigns that directly target Gen Z, appealing to their unique style preferences and lifestyle aspirations. - **Versatile Footwear Designs:** There is a noticeable shift towards developing shoes that cater to a variety of activities, blending functionality with fashionable elements. - **Streetwear Integration:** Brands are integrating athletic footwear into streetwear culture, tapping into the trend of blending sportswear with everyday casual fashion. ### Industries Being Reshaped - **Athletic Footwear:** The athletic footwear industry is evolving to meet the demands of modern consumers, especially the younger demographic, with products that are both stylish and versatile. - **Fashion and Apparel:** Fashion and apparel sectors are witnessing a convergence with sportswear, as consumers seek multifunctional items that are trendy and practical. - **Marketing and Advertising:** Marketing and advertising industries are adapting strategies to craft campaigns that resonate deeply with younger audiences by emphasizing lifestyle alignment and brand identity. ## Related on Trend Hunter - [Functional Everyday Footwear](https://www.trendhunter.com/trends/selection-of-versatile-shoes.md) - [Collegiate Sneaker Campaigns](https://www.trendhunter.com/trends/sisterhood-in-style.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Football-Centric Hero Campaigns](https://www.trendhunter.com/trends/we-are-football.md) - [Stylistic Footwear Campaigns](https://www.trendhunter.com/trends/make-your-way-campaign.md) - [effortless footwear campaigns](https://www.trendhunter.com/trends/meet-every-moment.md) - [Celebrity-Endorsed Sneaker Campaigns](https://www.trendhunter.com/trends/start-with-sneakers.md) - [Comfort-Focused Urban Shoe Campaigns](https://www.trendhunter.com/trends/cole-haan-comfortable.md)