While some athletic brands opt for star-studded celebrity endorsements, Under Armour has long been on a mission to use legit, awe-inspiring athletes to show off its stuff.
Case in point: the brand’s 2014 “I Will What I Want” campaign starring ballet dancer Misty Copeland, and its latest we-are-women-hear-us-roar “Unlike Any” campaign, which launched yesterday.
“Be who you are, be unapologetic about that.”
The new campaign uses seriously powerful women, imagery, and words to get its empowerment-rooted message across. Copeland is featured yet again, and is joined by stuntwoman Jessie Graff, Harlem Run founder Alison Désir, tae kwon do champion Zoe Zhang, and Olympic sprinter Natasha Hastings.
“This is about us being unlike any,” Hastings, who proudly sports bright red lipstick as “warpaint” during her 400-meter races, said at yesterday’s launch event. Whatever makes you feel like you—whether it’s lipstick, a mantra, or a pre-work ritual—Hastings says the Under Armour campaign is all about urging you to lean into it.
“Be who you are, be unapologetic about that. Don’t let someone tell you that you can’t come to work in a skirt or say, ‘I’m not going to take you seriously because you’re too pretty.’ No! I’m still going to show up and get the job done, regardless of how I look,” she says.
Inspired? Watch all the videos here, or visit Under Armour’s “Unlike Any” pop-up today at Chelsea Market in New York City. (And bring your inner Olympic athlete-slash-ballerina.)
Under Armour’s takeover is just beginning. Read more about the brand’s move into the iconic FAO Schwarz building, and check out Misty Copeland’s last Under Armour collection.
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