Under Armour will host a national search for breast cancer survivors whose stories of courage and survival illustrate why a physically active lifestyle is so vital to a healthy life with or without cancer. The search is the centerpiece of Under Armours 2007 Power in Pink campaign to raise awareness of the link between physical activity and breast health.
Survivors across the country are invited to share their stories with Under Armour at www.underarmour.com/powerinpink from April 15th through May 15th. Three women will be invited to Under Armour Headquarters in Baltimore, all expenses paid, for the opportunity to be featured in a national “Power in Pink” magazine advertisement, in-store visuals and an online campaign this fall that will serve as the kick-off to Under Armours annual “Power in Pink” campaign.
The “Power in Pink” promotion was conceived by Under Armour in 2003 in an effort to help educate the companys core female athlete consumers about the important link between physical activity and winning the battle against breast cancer.
During the months of September and October, while supplies last, consumers will be able to purchase any of eight exclusive, ribbon-imprinted styles at over 500 retail locations nationwide, such as Nordstrom, Dicks Sporting Goods, The Sports Authority and Modells, and online at www.uawoman.com/powerinpink to commemorate their commitment to the fight against breast cancer.
Visitors to the site will also find the stories of the three women and their personal battles to overcome breast cancer, as well as links to key educational resources. In addition, visitors will be able to purchase the “Power in Pink” items that support the cause.
“This is the first year that we are hosting a national search for inspirational women to share their stories of survival with the rest of the country,” said Steve Battista, Under Armours Vice President of Brand. “We are looking forward to launching our Power in Pink campaign this fall with our chosen breast cancer survivors to help shed light on the importance of incorporating physical activity as a critical component of a healthy lifestyle.”
Under Armour noted that this year over 211,240 new cases of invasive breast cancer are expected to be diagnosed among women in the United States. There are over 2 million breast cancer survivors alive in the U.S. today (Susan G. Komen Breast Cancer Foundation website). Research from the American Cancer Society has shown that vigorous athletic activity such as jogging and participating in team or individual sports significantly reduces the risk of developing breast cancer and if diagnosed, can make a significant impact on the recovery process.
The “Power in Pink” line includes a variety of technical tops, bottoms and accessories retailing from $10 to $60, all bearing the iconic pink breast cancer awareness ribbon. Under Armour has created custom pink versions of several womens items, all of which feature the companys signature moisture-wicking fabrication and superior Moisture Transport System to keep athletes cool, light and dry during the course of a game, practice or workout.
A new addition to the product assortment this year are some “Power in Pink” products in sizes for young girls so that females of all ages can show their support for the cause. Under Armour will donate a percentage of the proceeds from every “Power in Pink” item purchased in-store or online. Since its inception five years ago, Under Armours donation amount has more than doubled each year through the continued growth in popularity of the “Power in Pink” line.
