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Under Armour is going hard after female shoppers with perhaps its most ambitious campaign targeting women. On Wednesday, the Baltimore-based sportswear brand debuted “Unlike Any,” a digital push featuring the physical exploits of well-known athletes such as ballerina Misty Copeland, stuntwoman Jessie Graff and world champion sprinter Natasha Hastings.
The women’s business “is a huge opportunity,” said Attica Jaques, who joined Under Armour as VP, global brand marketing for women’s and youth last year. She noted that executives 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.
Women’s products represent $1 billion of Under Armour’s $4.8 billion revenue, which the company interprets as a sign of robust potential to grow. Though the brand’s women’s marketing team started about a decade ago, its staff has held steady at 10 people since 2012.
Over the next six months, Under Armour will roll out 350 pieces of content created with Droga5, which has worked for the brand since 2013. The campaign will start with individual videos for Copeland, Graff, Hastings, Harlem Run Crew founder Alison Desir and Chinese taekwondo champion and actress Zoe Zhang, and add a spot featuring champion skier Lindsey Vonn this fall. Each of the ads, which will vary in length, is set to the spoken word of customized poetry. Video will roll out on digital and social platforms as well as on Pinterest, Snapchat and Refinery29.
Watch the other videos, below: