SBD/July 28, 2014/Marketing and Sponsorship

Under Armour Using Ballerina In New Campaign Aimed At "Athletic" Women

Copeland's ad will communicate to women that UA wants to "grow up" with them
Under Armour this week will "launch its second of three major marketing campaigns this year, and this one is all for the ladies," with American Ballet Theatre principal dancer Misty Copeland taking the "spotlight in the new campaign," according to Sarah Meehan of the BALTIMORE BUSINESS JOURNAL. UA Founder, Chair & CEO Kevin Plank said that UA "grew sales of its women's line" 26% in Q2. The campaign will "communicate to women that Under Armour wants to 'grow up' with them." UA CFO Brad Dickerson said that the ad uses Copeland to "get the word out to female consumers" that UA is "relevant to women who describe themselves as both athletic and athletes." Dickerson: "At some point in years of playing sport there’s a transition where she goes from a female athlete to an athletic female." Plank said that the products that will hit UA shelves this fall reflect that transition and "cater to women who are wearing athletic products both inside and outside the gym" (, 7/25).
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