Under Armour launched the third iteration of the Whats Beautiful competition, expanding its largest female-focused digital experience to-date. Building upon the success of past challenges, Whats Beautiful 3.0 drives women to meet and exceed fitness goals and empower one another through an online community. The three most inspirational women will receive the ultimate reward-an all-expenses-paid fitness retreat to Costa Rica, which will feature fitness, surf and yoga experiences.
The third Whats Beautiful social competition will be hosted through a mobile app and the microsite whatsbeautiful.ua.com. Under Armour encourages women to set goals that challenge their athletic aspirations and inspire others in the community by sharing their fitness journey through videos, photos and diary entries. Whats Beautiful 3.0 builds upon the success of past programs by offering an enhanced social platform and motivational features to empower women of all skill levels to meet their training goals. Women who prefer to work out together will also have the option to create or join teams.
‘Whats Beautiful has evolved from a social competition into a dedicated community of women who have gone above and beyond to rally behind this movement, says Leanne Fremar, SVP and Executive Creative Director, Under Armour Womens. Women nationwide have joined the community since its launch last spring and have shared over 50,000 pieces of uploaded content that showcase their strength, drive and tenacity. The next generation of ‘Whats Beautiful will give more women the chance to redefine and celebrate what it means to be a female athlete and beautiful, further expanding the footprint of this vibrant community.
Framed with the brand mantra I WILL, which celebrates the next generation of athletes, Whats Beautiful 3.0 will be fueled by exclusive content from Under Armour athletes and high-profile trainers. The brand will also issue training challenges and offer gear giveaways from its Run, Train and Studio collections to help keep women in the community motivated. For the first time since its inception, Under Armour will be hosting several pop-up workout events around the country to rally the challenges most active participants together.
After eight weeks, Under Armour will nominate ten finalists based on the dedication highlighted in their stories with original content submissions. Ultimately, three winners will be named-two by Under Armour selection and one by public vote.
The Whats Beautiful digital experience was co-created and co-produced by the in-house Under Armour creative team and Philadelphia-based full service ad agency, Red Tettemer + Partners.
For more information on the Whats Beautiful digital experience, visit whatsbeautiful.ua.com or follow Under Armour Women at http://www.facebook.com/underarmourwomen or @UAWomen with #IWILL.
To view exclusive videos, check out the http://www.youtube.com/underarmour page.
