# Collegiate Sneaker Campaigns Under Armour Debuts the 'Sisterhood in Style' Campaign By Debra John | Published 2025-05-29 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/sisterhood-in-style References: [underarmour](https://www.underarmour.com/en-us/p/sportswear/ua_echo_unisex_shoes/6006061.html?dwvar_6006061_color=142&cid=PS_OMD_US_32299_S1XC2SGZIB_58700005718438134_71700000064285193&gad_source=1&gad_campaignid=9563144857&gbraid=0AAAAADgZK6ZsgpYeKE3lTBPiAI-aGR3T1&gclid=CjwKCAjw6NrBBhB6EiwAvnT_rjexmVItKM9-4DTUqr4A64snWOH7pdDqzP5z_9JTAJt2_xtO4KORaBoCbJAQAvD_BwE&gclsrc=aw.ds) & [instagram](https://www.instagram.com/p/DJ-FvngSeyL/?hl=en&img_index=1)  [Under Armour](https://www.trendhunter.com/trends/flex-as-you-go) debuts ‘Sisterhood in Style,' a campaign celebrating the Spring/Summer launch of the 'UA Echo,' its newest lifestyle sneaker. Fusing heritage with modern streetwear, the campaign pays homage to the cultural depth and creative expression found within [Historically Black Colleges and Universities](https://www.trendhunter.com/trends/african-pride-and-impressions-of-beauty) (HBCUs). Shot on the campuses of Bowie State University and [Morgan State University](https://www.trendhunter.com/trends/accessible-amusement-ride), both long-time Under Armour partners, the campaign amplifies voices and styles shaped by history and pride. Featuring "members of the first Black Greek-letter sorority for collegiate women, the campaign presents bold, expressive fashion that honors tradition while embracing individuality." Photographed by Baltimore-based artist Devin Allen, the series captures the dynamic intersection of high-fashion, campus energy, and cultural identity while signature pink and green hues complement the bold design of the UA Echo. More than a product spotlight, ‘Sisterhood in Style’ represents Under Armour’s broader mission to empower young women through inclusive design, cultural storytelling, and authentic community engagement. Image Credit: Under Armour ## Trend Insights (Trend Hunter) - Score: 8.0/10 - Popularity: 100% | Activity: 97% | Freshness: 42% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Key Themes Behind This Trend - **Cultural Storytelling Campaigns:** Leveraging heritage in marketing campaigns helps brands like Under Armour connect with diverse audiences through culturally resonant narratives. - **Inclusive Design in Fashion:** Incorporating elements that embrace diverse cultural backgrounds and community values revolutionizes the aesthetic and functional aspects of modern fashion design. - **Campus Energy in Marketing:** Harnessing the vibrant and dynamic atmosphere of college campuses provides brands with engaging backdrops that resonate with youthful and energetic demographics. - **Collegiate Sneaker Culture:** The intersection of academic environments and sneaker fashion creates opportunities for brands to tap into niche markets with a deep appreciation for cultural and historical significance. ### Where This Applies - **Sportswear:** With a focus on lifestyle and community engagement, the sportswear industry benefits from campaigns that fuse culture and performance. - **Higher Education:** Collaborations between fashion brands and universities highlight the potential for academic institutions to influence fashion and identity. - **Photography and Visual Arts:** Photographers and visual artists capturing cultural and fashion narratives find new avenues in partnering with brands to convey authenticity and heritage. ## Related on Trend Hunter - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Basketball Culture-Inspired Campaigns](https://www.trendhunter.com/trends/let-them-talk.md) - [Next-Gen Athletic Shoes](https://www.trendhunter.com/trends/ua-echo.md) - [Football-Centric Hero Campaigns](https://www.trendhunter.com/trends/we-are-football.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Versatile Activewear Essentials](https://www.trendhunter.com/trends/activewear-essentials.md) - [Pop-Art-Inspired Athletic Capsules](https://www.trendhunter.com/trends/under-armour-x-joshua-vides.md) - [Collage Basketball Apparel Collaborations](https://www.trendhunter.com/trends/angel-reese.md) - [Accessible Sports Initiatives](https://www.trendhunter.com/trends/pathways-people-and-performance.md)