Nearly three years ago, Under Armour launched its largest campaignaimed at women in its history—the $15 million “I Will What I Want” ad campaign starring ballerina Misty Copeland, who reads a rejection letter that included the words, “You have the wrong body for ballet.” Copeland’s ad racked up 4 million views in the first week alone.
Now it’s hoping to strike gold with women again with another female empowerment campaign, titled “Unlike Any,” that’s once again starring Copeland and five other female athletes.
“Unlike Any” features the ballerina and other inspiring female athletes. The brand created individual short films about each athlete in collaboration with spoken-word artists, to celebrate the achievements of each woman that rises above gender comparisons.
“Each of our athletes in this campaign have shattered expectations and challenged the status quo on their respective playing fields,” stated Adrienne Lofton, SVP Global Brand Management, Under Armour. “For ‘Unlike Any,’ we set out to celebrate and elevate our athletes to where they belong—above gender roles, above labels and above convention.”
“Our unique approach was to create these unexpected films that honor our athletes with powerful poems from the hearts and minds of some of the most thought-provoking artists in the world,” Lofton added. “Our brand aims to inspire women everywhere to continue making history in their own lives and this campaign is a reminder that we stand for and with her.”
“We’ve built the women’s category at Under Armour on a foundation of innovative products and storytelling that champions her athletic performance,” stated Pam Catlett, SVP & General Manager of Women’s, Under Armour. “We will continue to break new ground with our women’s business by consistently recognizing the ways in which women are re-defining the athletic experience and by creating great product that meets her evolving needs.”
To kick off the campaign, Under Armour is hosting a pop up #UnlikeAny event that’s open to the public at New York’s Chelsea Market today from 10 a.m. – 7 p.m.
The athletes bolstering their own (and women’s) self-image in this campaign:
Copeland, ABT principal ballerina — “She’s inspired so many, but what inspires her? Principal Ballerina, Misty Copeland, talks girl crushes, superpowers, and playlists before she takes the stage. “I believe in the power of inner strength and how it can push you to accomplish the seemingly impossible. This campaign is a celebration of the inner strength that lives in every single person. It’s a reminder for every woman out there who feels less than because of unnecessary comparisons, that they are strong, unique and truly Unlike Any.”
Fleur Jong, a disabled athlete with prosthetic legs:
Alison Désir, Harlem Run Crew founder and long distance runner:
Natasha Hastings, world champion sprinter:
Jessie Graff, professional stuntwoman:
Zoe Zhang (Lanxin Zhang), Chinese taekwondo champion and actress:
World champion alpine skier Lindsey Vonn’s film will premiere in Fall 2017.
The artists who created the spoken word poetry for the campaign are:
· Saul Williams – rapper, singer-songwriter, actor and poet known for his distinct fusion of poetry and alternative hip hop. A longstanding patron of ballet, he brought innate insight to Misty Copeland’s story, highlighting the systemic social structures she overcame to become the first African American principal ballerina and, in the process, shape the future of ballet itself.
· Aja Monet – contemporary poet, writer and activist of Cuban-Jamaican descent, her most lauded poem, “My Mother Was a Freedom Fighter,” recently headlined at the Women’s March on Washington. As someone who also uses her craft as a platform for social activism, she was a worthy voice to bring Alison Désir’s story to life.
· Kojey Radical – London-based musician, rapper and spoken-word poet, well- suited to capture and elevate Jessie Graff’s acrobatic abilities.
· Dominique Christina – award-winning poet, author and political activist, her poem for Natasha Hastings puts us inside of the accomplished sprinter’s mind, revealing an inner struggle and subsequent conquering of self-doubt.
· Aristophanes 貍貓 – also known as Pan Wei Ju, a bilingual Taiwanese rapper recently featured on a collaboration with Grimes, she crafted lyrics that speak to the story of Chinese actress Zoe Zhang, who fought her way into the spotlight with her unequaled taekwondo abilities.
“We really wanted to tell relevant, global stories that tap into a truth that any woman can see and resonate with,” said Lofton. “It wasn’t about featuring our biggest athletes, it was about getting out the most diverse and interesting stories that could create this reframing of what success looks like when it comes to women as a whole, not just female athletes.”
–
