Since When Do Athlete's Hunt?

Under Armour was created by a Maryland alumni, Kevin Plank, in 1996.  Plank was actually a player on the football team at Maryland and was also the special teams captain.  Leadership was obviously one of his key attributes because it's tough to become a captain on a competitive Division I football team no matter what position you play or how old you are, it's not a title just given to the "loudest senior."  As soon as the company was started, Plank, Under Armour, and Maryland entered into a contract and ever since then, Maryland has worn everything Under Armour.  Under Armour started off as basically just athletic apparel for the main sports but was focused primarily on football.  As the company has evolved, Under Armour has begun to branch out into many different sporting goods apparel stores and have something for just about very athlete.  When I say just about every athlete I mean just about every athlete, if you call them athletes, that is.  That's right, Under Armour has recently rolled out their most widespread selection yet of camouflage and hunting apparel.  Yeah…hunting apparel, the company that was built around clothing 18 year old athletes that bash their heads together every Saturday for 4 hours is now making camo.  And on top of that, it's functional.  Last year they had a few items that were out but it was mainly for looks and had funky designs on them, but this year it seems as if they're in it to win it.  Here's a picture of one of their newest releases:

Not only is this jacket stylish and good looking, it's also functional.  You might ask how do you know that?  Last week my grandfather was in town and we went out to Dick's to go shopping and he bought me the top and bottom combination of this set up, I was ecstatic.  I've worn it twice, once was early in the morning when it was 41 degrees, and it worked very well.  I've also had plenty of other camouflage jackets for hunting and this one is very good looking and has the right color combinations for season to stay hidden.  But the real reason that I found this interesting is the overall presentation of the line of clothing.  The model in the picture doesn't look like your usual hunter and or fisherman and Under Armour isn't known for this style of clothing.  I like that Under Armour has gone into this category because I think a lot more people have gotten into things like this lately.

Challenge:  To gain some market share in the outdoorsman category
Advertising Objective:  Show consumers that we provide quality and functional apparel for all sports
Target:  A 25 year old male that is stylish but likes to compete in many things other than athletics.  He finds hunting enjoyable because it's another way to compete since his athletic career is over.  He has his own style which he sticks to, and is very well groomed and concerned with his image but not over the top and doesn't stand out.  He is generally not concerned about the price tag and would wear it other places that just out hunting.
Insight:  When I go hunting, I prepare like I do for athletic competitions (a game)
SMP:  Deadly on the field and in the woods
Substantiation:  Under Armour has always been clothing athletes and keeping them warm and providing them with the next level technology to perform at a high level in sports.  They're using the same technology with a different design to provide for an entire different kind of athletes.