Should under amour continue targeting and growing

Question
Should under amour continue targeting and growing the female market segment? Or should it target a broader population to gain more traction on Nike and get closer to the number one spot?Should Under Armour keep paying famous athletes to be part of its advertisement campaigns or should it use more everyday people?

Should the next campaigns be run on multichannel platforms or should Under Armour solely focus on one channel, such as television or online advertisement?

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