By Barry Janoff
July 14, 2015: Under Armour has united its preeminent female athlete and stars — including Lindsey Vonn, Gisele Bündchen, Misty Copeland, U.S. Women's National Soccer Team World Cup champ Kelley O'Hara and pr surfer Brianna Cope — for a campaign to launch its Armour Bra Collection, which have unique features hat are "designed to support women across various fitness activities."
The Under Armour "Women of Will" star in a multi-media effort that falls under the brand's "I Will What I Want" push, with this iteration centering on a what the brand calls a "woman's most important piece of workout gear — her sports bra."
The campaign includes print, Internet, social media, POP in Under Armour Brand House and partner retail locations and grassroots events to "educate consumers on proper bra fit, use, and care."
According to Under Armour, "Content from the campaign depicts each of the women and their declarations in overcoming doubt and setbacks related to their womanhood. The statements also give voice to what women everywhere want and need from their sports bras, a perspective that has often gone unheard."
In that context, Copeland offers, "I will be labeled. I will be dismissed, I will not be unsupported." Bündchen claims, "I will be praised, I will be judged, I will not be distracted." Vonn states, "I will not be restricted."
The effort comes with the tagline, "The hardest working bras in sports."
"Woven into the Armour Bra product launch is a deeper goal of connecting with women at all levels of sport and all stages of their lives, and changing the way they think and talk about sports bras," Adrienne Lofton, svp-brand marketing for Under Armour, said during a launch event on Tuesday (July 14) in Body by Simone in Los Angeles. "We believe that a woman shouldn't have to compromise or settle in any area of her life, and that includes her choice of sports bra.
According to Vonn at the launch event, "Throughout the ten years I've been an Under Armour athlete, I've experienced firsthand the dedication this brand has to making the best apparel, footwear and equipment for all athletes. The Armour Bra Collection is just the newest chapter in that story and it offers the innovation, comfort and support that allows me stay focused on the slopes, in the gym, and in my everyday life."
Under Armour describes the product as combining unique style with key design innovations to empower the wearer in every way possible. Its defining features are lightweight gel shoulder straps and a gel encased underwire that provide comfort and support without the bra-induced irritation that women generally experience during activities such as running, kickboxing, and spinning.
"We're starting a real, organic, and emotional conversation with women about what they want and need in their bras," said Lofton. "And we're backing it up with best-in-class product that eliminates distractions and allows her to focus on performance."
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