Under Armour Celebrated Misty Copeland with #PrincipalMisty

By: Rebecca Byers - Jul 3, 2015
References: adweek
Misty Copeland is quickly becoming a household name outside the world of ballet thanks to her recent appointment as principal dancer at the American Ballet Theater. Misty is the first African American principal dancer with the company in its 75-year history.

In order to highlight this exciting announcement, athletics gear brand Under Armour launched the #PrincipalMisty campaign. For every tweet published with the hashtags, Under Armour added more flowers in what ended up being a giant floral delivery to Copeland.

The #PrincipalMisty social congratulations campaign is a great move that aligns the brand with values of consumers, who both love to see their social contribution to a positive cause and a brand's dedication to diversity and athletic achievement in all realms.