Under Armour has released a series of TV spots featuring accomplished ballerina Misty Copeland and supermodel Gisele Bundchen being…awesome. The $15 million campaign is being aimed towards generating awareness for female athletics, as well as providing females with the tools to become successful athletes. The point of these commercials is to place a woman into a setting the public doesn’t normally see; Gisele is at a gym punching a punching-bag, and Misty dancing beautifully in Under Armour apparel. The brand is redesigning their business to appeal to more women, and is successfully doing so by telling the back stories of accomplished female athletes and relating them to every other athlete in the world. Sports are no longer a man’s world.
male athletes. Under Armour has taken the lead in developing strategies that market to these women and showcase their talents, while maintaining a strong brand identity. We can all expect that Under Armour’s profit is about to explode, with many purchases being made by women and young girls. They have beaten a lot of other athletic apparel companies in this race, and I am just glad that these companies are finally showing everyone why being a strong, athletic woman is such a great thing.