Under Armour has created a digital campaign that focuses on women, their careers and their craft.
The brand explained the idea behind the campaign focused around the notion, that the phrase 'You’re so pretty’ was still the highest compliment some people think a woman can receive and to counter that.
Attica Jaques, vice president of brand management, Under Armour, said that the campaign aims to "celebrate and inspire the strong female spirit."
"We want women to know Under Armour is proud of your achievements, whether it’s in the gym, on the field, at work, or in any other part of your life," Jaques said.
In addition, Under Armour has also created a meme generator, that allows users to create their own "I’m Pretty …" image to share on social media.
Under Armour will also be selling a limited edition, #ImPretty graphic tank top, which includes a blank box that they suggest filling in with a permanent marker. The tank is available online and in a handful of Under Armour brand house locations, including Baltimore, Boston, Chicago, New York and Glendale, Calif. The stores are also giving away a limited-edition pin with the purchase of any Under Armour Women product.
This empowerment campaign comes shortly after the brand decided to sell its first apparel collection that is completely made in the US in February. The line, called the Arris Project, will be produced at UA’s Lighthouse, which is the brand’s Port Covington location for manufacturing and design.
Over the past year, Under Armour has seen its profits decline, thus prompting CEO Kevin Plank to address investors that the brand will look to make products more fashionable with the hope that this innovation will turn things around for the sports apparel company.
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