Under Armour continues its "push to draw more women" with its newest global marketing campaign titled "Unlike Any," according to Jean Palmieri of WOMEN'S WEAR DAILY. The all-digital campaign that debuted yesterday features five female athletes -- ballerina Misty Copeland, long distance runner Alison Désir, sprinter Natasha Hastings, pro stuntwoman Jessie Graff and taekwondo champ Zoe Zhang. Gold Medal-winning U.S. skier Lindsey Vonn will be "added to the campaign this fall." The women are shown in "360-degree rotations that spotlight their athleticism." Spoken word poets "wrote a lyrical piece for each of the featured women and their words serve as the background for each film." The ads were created by Droga5, N.Y., and "directed by Georgia Hudson of Agile Films." UA Senior VP & GM/Women's Pam Catlett said that the female category currently accounts for approximately $1B, or "about one-fifth, of the company's sales." She added that the campaign will "hopefully pay off by increasing sales within the women’s category." Palmieri noted the campaign will be "released in Europe and China as well as in the U.S. and will be supported by an 'Unlike Any' pop-up for consumers" at Chelsea Piers in Manhattan today (
WWD.com, 7/19). The women "dance, run or work out in mostly barren settings" in the campaign (
BALTIMORESUN.com, 7/19). UA VP/Global Brand Marketing For Women's & Youth Attica Jaques said that execs "conceived of the idea for the campaign last summer during the Olympics, when much of the news about record-breaking women only compared them to their male counterparts" (
ADAGE.com, 7/19).
