Under Armour Inc. launched a new online marketing campaign targeting female athletes. The digital marketing campaign consists of multiple 60-second and
30-second advertisements featuring Olympic gold medalist downhill skier
Lindsey Vonn, soccer player Lauren Cheney, track and field runner Monica Hargrove, and other Under Armour female endorsers.
The campaign includes a Facebook page dedicated to women's performance apparel. Women can share videos and exchange
workout tips with each other. Eventually, the page will include
personalized workout tip videos and live chats with some of the athletes
in the campaign.
The athletes will also be featured in TV commercials with
the National Basketball Association’s Brandon Jennings and Olympic gold
medalist swimmer and Baltimore native Michael Phelps.
Under Armour has reached a deal to run a
back-to-school Web series across Alloy Media + Marketing's network of
sites. Those videos are part of an effort called “In Session,” and
include personalities like celebrity trainer Gunnar Peterson and
clothing designer Whitney Port offering exercise tips.
The “Protect This House. I Will.” videos debuted this week on Under
Armour’s YouTube page, with ads across websites including Alloy.com,
CW.com, Hulu.com and MTV.com.
