Under Armour launches today “Unlike Any”, a global campaign celebrating women who are beyond compare. The campaign, conceived and developed in partnership with creative agency Droga5, celebrates and honors the unprecedented achievements of female athletes that rise above gender comparisons.
Unlike Any shines a light on the remarkable talents of six Under Armour athletes including American Ballet Theatre® principal ballerina Misty Copeland, long distance runner and Harlem Run Crew founder Alison Désir, world champion sprinter Natasha Hastings, and two of the brand’s newest athletes; professional stuntwoman Jessie Graff, and Chinese taekwondo champion and actress Zoe Zhang (Lanxin Zhang). Additionally, world champion alpine skier Lindsey Vonn’s Unlike Any film will premiere in Fall 2017.
“Each of our athletes in this campaign have shattered expectations and challenged the status quo on their respective playing fields. For Unlike Any, we set out to celebrate and elevate our athletes to where they belong – above gender roles, above labels, and above convention,” said Adrienne Lofton, SVP Global Brand Management, Under Armour. “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. 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. 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,” said Pam Catlett, SVP & General Manager of Women’s, Under Armour.
Five poets for five female will stories
Each story of will takes form in a set of tributes, which have been poetry crafted specifically for each athlete at the peak of their performance by spoken word artists who were inspired to craft a lyrical work in honor of each athlete’s story and transcendent ability.
The artists who created the spoken word poetry for this campaign are: Saul Williams – an American rapper, singer-songwriter, actor and poet known for his distinct fusion of poetry and alternative hip hop-; Aja Monet – an American contemporary poet, writer and activist of Cuban-Jamaican descent-; Kojey Radical – a London-based musician, rapper and spoken-word poet-; Dominique Christina – an award-winning American poet, author and political activist-; and Aristophanes- also known as Pan Wei Ju, a bilingual Taiwanese rapper who was recently featured on a collaboration with Grimes.
New York native and longstanding patron of ballet, Saul Williams 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.
Internationally recognized, Aja Monet’s 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.
Recognized for his sharp, deft lyrics and energetic performance style, Kojey Radical work showa a rhythmic quality that is perfect to capture and elevate Jessie Graff’s acrobatic abilities.
Holding five National Poetry Slam Champion titles and the only contestant to have won two Women of the World Championship titles, Dominique Christina’s poem for Natasha Hastings brings us inside of the accomplished sprinter’s mind, revealing her inner struggle and subsequent conquering of self-doubt.
Aristophanes’ lyrics tell the story of Chinese actress Zoe Zhang, who fought her way into the spotlight with her unequaled taekwondo abilities.
Under Armour’s biggest campaign to date
Unlike Any is Under Armour’s most expansive campaign to date. It will feature more than 200 pieces of content that have been created for Under Armour’s digital and social platforms as well as for digital and media partners such as Facebook, YouTube, Pinterest, Snapchat, Refinery29, Well + Good and Soundcloud.
The campaign will be released and supported in a wide range of global markets, particularly in the U.S., Europe and China, further cementing the company’s commitment to supporting athletes of all levels from all over the world.
Besides, Under Armour is hosting a pop up Unlike Any experience for consumers at Chelsea Market in New York City on Thursday, July 20th from 10 a.m. to 7 p.m.
To view the films, go to youtube.com/UnderArmour. To follow the Unlike Any campaign story and to learn more about Under Armour Women’s, visit UA.com/UnlikeAny, facebook.com/UnderArmourWomen and join the conversation on Twitter @UAWomen and on Instagram @UnderArmourWomen, with #UnlikeAny.
Image over the headline.- Under Armour “Unlike Any” campaign, dancer Misty Copeland. (PRNewsfoto/Under Armour, Inc.)
Related external links (videos):
Misty Copeland | UNLIKE ANY
Natasha Hastings | UNLIKE ANY
Zoe Zhang | UNLIKE ANY
Jessie Graff | UNLIKE ANY
Alison Désir | UNLIKE ANY
Related Eastwind Marketing Links:
David Droga, Lion of St. Mark at Cannes Lions 2017
