Athletic apparel and footwear giant, Under Armour has launched its latest women’s-focused campaign centered around what the brand calls the most important piece of workout gear for women, with the launch of the all-new Armour Bra Collection.
This campaign, which is the next installment of the I WILL WHAT I WANT campaign, features UA Women of Will, female athletes like World Champion downhill skier Lindsey Vonn, model and kickboxer Gisele Bundchen, ballerina Misty Copeland, pro-surfer Brianna Cope and U.S. soccer defender Kelley O’Hara.
The campaign ads showcase each of these women and their comments on overcoming doubt and setbacks related to their womanhood, while also giving voice to what women want and need from their sports bras.
“Woven into the Armour Bra product launch is a deeper goal of connecting with women at all levels of sport and all stages of their lives, and changing the way they think and talk about sports bras,” said Adrienne Lofton, SVP of brand marketing at Under Armour. “We believe that a woman shouldn’t have to compromise or settle in any area of her life, and that includes her choice of sports bra. We’re starting a real, organic, and emotional conversation with women about what they want and need in their bras, and we’re backing it up with best-in-class product that eliminates distractions and allows her to focus on performance.”
The new collection is offered in a variety of colors and in three style ranges, high ($54.99), medium ($29.99) and low ($24.99), which are designed to support women during high, mid and low-impact fitness activities.
The Armour High Bra is the focal product of the campaign with lightweight gel shoulder straps, a gel encased underwire, which prevents irritation, soft molded cups and a mesh back panel. All of the bras in the collection provide support, comfort and moisture wicking technology to keep the wearer dry and light.
“Throughout the 10 years I’ve been an Under Armour athlete, I’ve experienced firsthand the dedication this brand has to making the best apparel, footwear and equipment for all athletes,” Vonn said. “The Armour Bra Collection is just the newest chapter in that story and it offers the innovation, comfort and support that allows me stay focused on the slopes, in the gym and in my everyday life.”
During the campaign, Under Armour will host events to educate consumers on the proper bra fit, use and care.