To promote its women’s products, Under Armour has launched an inspiring campaign by Droga5, focused on strong dedication and inner strength that can drive anyone to success. The centerpiece of the new effort of a one-minute spot featuring ballet dancer Misty Copeland, a soloist for the American Ballet Theatre, who had problems with admission to the academic ballet top school because she got a “wrong body.”
The 1-minute spot stars the dancer as she shows off her perfect athletic body and moves perfectly in her dance. The commercial is voiced by a young girl (Raiya Goodman), who reads a rejection letter from the school. The letter says, “Dear Candidate, thank you for your application to our ballet academy. Unfortunately you have not been accepted. You lack the right feet, Achilles tendons, turnout, torso length and bust. You have the wrong body for ballet. And at 13, you are too old to be considered.” The camera focuses on the body parts of the dancer, which were considered not perfect.
In fact, Misty never got such a letter, she openly shared the harsh challenges (related to her body), she faced when she was younger, during the school years. The ad directed by Johnny Green finishes with the “I Will What I Want” statement—the message that comes as a motto of women who reach their goals no matter how hard that might be.
The campaign also features other top female athletes such as Lindsey Vonne (a skier), Kelley O’Hara (a soccer player) and Sloane Stephens (a tennis player)—they are featured in other promotional pieces. Under Armour has also launched the iOS app that helps women monitor their fitness and also keep in touch with other users, including professional athletes who will be sharing insights into their own workouts.