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SBD/April 24, 2012/Marketing and Sponsorship
Reebok Enhances Testing Protocol, Tweaks Marketing Message For Toning-Shoe Business
Published April 24, 2012
SETTING GOALS: MARKETING DAILY's Sarah Mahoney noted Under Armour is "introducing a goal-setting Web site called 'What’s Beautiful.'" Involving Twitter and Facebook, the site is "a competition to redefine the female athlete," with an end result of three new "faces" for UA, as well as seven brand ambassadors. Through the site, women "declare a goal, and then post proof of their progress with videos, photos and diary entries." In addition, users will get 15 Under Armour Missions, as well as "motivational content from guest trainers, UA’s athletes (including the likes of skier Lindsey Vonn and sprinter Natasha Hastings), gear giveaways and updates on other competitors." Both 30- and 45-second spots are "scheduled for Under Armour Women’s social media channels" (MEDIAPOST.com, 4/23).