Baltimore, MD (PRWEB) July 18, 2012
Under Armour, Inc. (NYSE:UA) today announced Amber Johnson (31, Houston, TX), Sarah Van Sickle (25, Knoxville, TN), and Kacey Cummings (21, Farmington Hills, MI) as the winners of the brand’s new “What’s Beautiful” digital experience and competition. Additionally, Kaitlin Loftus (30, Baltimore, MD) was named the online winner of the competition, as determined by public vote. These women will be awarded with a one-year sponsorship deal with Under Armour, giving them access to special events, unique training opportunities, gear featuring the latest Under Armour® products, nutritionist consultations, as well as support and inclusion in Under Armour Women’s marketing efforts.
“What’s Beautiful,” the brand’s largest female-focused competition and digital experience to-date, was designed with the intent of encouraging women to declare goals that challenge their personal fitness and athletic aspirations. Throughout the contest, which began on April 23, Under Armour challenged each woman’s personal goal by testing participants with 19 “Under Armour Challenges,” while fostering a motivational and interactive environment. As women worked to reach their goals, they were encouraged to post proof of their progress along the way in the form of videos, photos and diary entries that were featured on the challenge’s homepage and mobile app. At the culmination of the competition, the online community contained more than 26,000 uploaded pieces of content.
“For the past ten weeks, these four women have dug deeper, pushed farther, and worked harder than ever to redefine beauty by displaying their strength, resolve, and unwavering dedication to reaching their respective goals,” said Adrienne Lofton Shaw, Senior Director, Women’s Marketing, Under Armour. “As one of the most competitive brands in the world, we are excited to welcome these four phenomenal females into the UA family, as they are prime examples of what Under Armour and ‘What’s Beautiful’ are all about.”
Amber Johnson, 31, Houston, TX
A busy working mother of two struggling to find time for fitness, Amber set a goal to compete in her first-ever triathlon. Amber, forgetting the appreciation she once had for her body, pledged to fight for women in similar situations by any means necessary. Often working out in a park, Amber shared with the “What’s Beautiful” community that you do not need to have a lot of time or an expensive gym membership to stay fit – all you need is to be resourceful and creative. Amber worked toward achieving her fitness goals one day at a time, practicing dips on a picnic bench, pull ups on the monkey bars, running laps on the park’s paths and leg lifts and push-ups on the grass. As time passed, Amber began to see her body transform, proving to herself that she can truly do whatever she puts her mind to.
Sarah Van Sickle, 25, Knoxville, TN
Suffering from an injury, Sarah, the self-proclaimed “Beauty Hunter,” set out to “instill hope, self-esteem and confidence” in 250 women, encouraging them to declare goals on the “What’s Beautiful” web community. Sarah then provided them with group training, nutrition plans and motivation to help each woman shed negative self-images and learn what it feels like to accomplish a goal as strong, capable women. Sarah’s “What’s Beautiful Team Knoxville” program was so popular that 50 women quickly became 150; it now nears 250 women who work out together 7 days a week. Inspired by how lives are being changed from the inside out, Sarah decided to extend her “free boot camp” and hopes to learn how she can make a living from this endeavor for which she has so much passion.
Kacey Cummings, 21, Farmington Hills, MI
Kacey uses her inspiring, encouraging personality to push other women to challenge themselves. On the “What’s Beautiful” site, Kacey created a “Team Whitney” page after learning that Whitney, an active community member, suffered a serious accident that sidelined her participation. Kacey provided the community with log-in information for the page, encouraging other women to complete Whitney’s challenges for her. As a result, women who are part of the “What’s Beautiful” community were able to rally behind Whitney and complete challenges on her behalf.
Kaitlin Loftus, 30, Baltimore, MD
Kaitlin, a teacher, set out to challenge and coach her 4th and 5th grade female students to complete a one-mile run, with the goal of increasing their endurance and confidence and to instill each girl with a sense of accomplishment and self-esteem. Every day the girls trained – learning how to run and pace themselves, as well as about healthy eating habits. Kaitlin began to notice the girls were gaining confidence and completing their homework so they could make it to practice; even girls who did not get along began to encourage one another. When it came time to run the mile, parents and students sat in the stands supporting and cheering – every single girl finished the mile and reached her goal. In the true spirit of “What’s Beautiful,” Kaitlin’s work did not end there. She had her students write down their personal athletic goals and how they plan to reach them. Kaitlin intends to continue the program she started during the next academic year.
To be a part of these inspirational women’s journeys to showcase “What’s Beautiful,” please view the Final video on YouTube, as well as whatsbeautiful.ua.com or shop the "What's Beautiful" collection.
Be sure to follow Under Armour Women at http://www.facebook.com/underarmourwomen and @UAWomen with #WhatsBeautiful.
About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam’s Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company's website at http://www.UA.com.