Under Armour is the leading performance apparel, footwear, and accessories brand. This week they unveiled its new short video and competition, the brand’s largest female-focused challenge to-date. The winners will be honored with a special sponsorship.
The video documents women athletes working out and taking sport challenges. The voice behind the camera speaks for all the women in sports. It criticises the notion that women sports are boring or that women athletes are models who are only interesting showing off their bodies in public. So with the Under Armour support these women are taking back what belongs to them.
“Women should be the ones to tell society what it means to be a female athlete and beautiful,” said Adrienne Lofton Shaw, Senior Director, Women’s Marketing, Under Armour.
Watch this beautiful video and tell us if you like it.
Agency: Red Tettemer + Partners
Client: Under Armour
Agency: Crispin Porter + Bogusky