Under Armour Challenges Women to "Sweat Every Day" with Its Largest Initiative to Date

Brand Empowers Women with New Multimedia Campaign, Expands “What’s Beautiful” Challenge and Introduces StudioLux™ Noir Collection

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Baltimore, MD (PRWEB) September 04, 2012

Today, Under Armour (NYSE:UA), the leading performance apparel, footwear and accessories brand, 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,” this powerful movement 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 http://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 collection.

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.