For the Fall/Winter of 2017, a new Under Armour campaign was released. The campaign features an editorial and a series of motivational videos that star a total of six amazing athletes. Some of the talent featured includes Misty Copeland, Natasha Hastings, and Jessie Graff.
The video that stars ballerina Misty Copeland shows the athlete standing powerfully in an empty stadium, while a narrator and the sounds of wind overlay the cinematic imagery. Throughout the short video, the narrator recites the poetry of Aristophanes and Saul Williams, who speak of breaking boundaries, overcoming adversity, and strength.
With this, the new Under Armour campaign highlights the beauty of individuality, while associating its brand with an empowering message that ignites an emotional connection in the minds' of consumers.
Image Credit: Under Armour
Individuality-Focused Sportswear Campaigns
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