Under Armour launched a
wide-ranging, multimedia campaign that represents the brand’s largest
female-focused initiative to date. Framed with the mantra, “No Matter
What, Sweat Every Day. I WILL,” the campaign honors a
lifestyle in which a day without sweat is a day that is incomplete. The
campaign invites female athletes to challenge themselves every day.
The “Sweat Every Day” campaign is highlighted by empowering :60, :30 and
:15 video spots that depict female athletes performing a series of
grueling studio, training and running activities. View exclusive women’s
videos on the UA YouTube Channel.
In addition to the video spots and other collateral, Under Armour will
launch a second iteration of its highly successful “What’s Beautiful”
social competition, hosted through whatsbeautiful.ua.com and a mobile
app. “What’s Beautiful” is an online community where women document
their daily workouts, rise to challenges and empower one another by
posting videos, photos and diary entries. Under Armour will award the
ten most inspiring women with an exclusive, all-expenses-paid training
excursion with top-tier coaches, trainers, nutritionists and athletes.
“Our female consumers are loyal, dynamic, confident and competitive, and
we want to celebrate them by making our biggest, loudest and most
aggressive splash in this space. ‘Sweat Every Day’ and the ‘What’s
Beautiful’ microsite are rallying cries to create a vibrant community
that our female fans can truly call their own,” said Adrienne Lofton
Shaw, Senior Director, Women’s Marketing, Under Armour.  “We are looking
forward to engaging our fans with an invitation and a challenge to
literally sweat every day and push themselves harder and farther than
ever before. We will show our female consumer that Under Armour is the
go-to brand for innovative performance products that will support her
throughout her journey.”
Under Armour’s targeted women’s messaging will see its most prominent
placement ever on UA.com, with a landing page dedicated to the campaign.
Moreover, the brand will make its debut on leading lifestyle television
networks, including Bravo. The spots will also appear on E!, VH1 and
Nickelodeon, as well as top sites Hulu.com, MTV.com, and FitSugar.com.
Under Armour will support the campaign across Under Armour Women’s
social media channels at www.facebook.com/underarmourwomen and @UAWomen
with #IWILL and #WhatsBeautiful.
Under Armour’s new StudioLux™ Noir performance collection appears
prominently throughout all of the campaign elements, in addition to
other pinnacle products from the brand’s studio, training and running
categories.  StudioLux™ Noir’s black-on-black textures, plush
performance and luxurious comfort are stylishly designed exclusively for
the female athlete.  The StudioLux™ Noir collection includes five
silhouettes of leggings as well as a StudioLux™ Noir jacket and tank,
all of which will be available on UA.com, as well as in participating
retail stores beginning in October. Shop the latest UA women’s