Under Armour, the leading performance apparel, footwear, and accessories brand, today unveiled its new “What’s Beautiful” digital experience and competition, the brand’s largest female-focused challenge to-date. The social media contest provides women with a motivational online community designed to help them meet and exceed their physical goals through a series of training challenges. The three women who rise to the top of the “What’s Beautiful” challenge will receive the ultimate reward – a one-year sponsorship deal with Under Armour.
“Women should be the ones to tell society what it means to be a female athlete and beautiful,” said Adrienne Lofton Shaw, Senior Director, Women’s Marketing, Under Armour. “The ‘What’s Beautiful’ experience offers a platform, community, and competition for our female fans to redefine the word ‘beauty’ by showcasing, honoring, and celebrating their hard work.”
After nine weeks, Under Armour will nominate ten finalists based on the strength, drive, and determination highlighted in their stories and original content submissions to be featured on the “What’s Beautiful” homepage and mobile app. Ultimately, three winners will be named – two by Under Armour selection and one by public vote.
The three “What’s Beautiful” women who push themselves the hardest will be awarded a one-year “sponsorship” deal with Under Armour, transforming their lives with access to special events, training with UA celebrity trainers, gear for a year featuring the latest Under Armour® products, nutritionist consultation and support, and inclusion in Under Armour Women’s marketing efforts.
The remaining finalists will earn an ongoing spot on the Under Armour Women’s Ambassador Team. They will receive $1,000 worth of the latest in Under Armour gear and serve as part of Under Armour’s elite advisory group, providing feedback on key products and helping define the face of the Under Armour Women’s brand.
The “What’s Beautiful” digital experience was co-created and co-produced by the in-house Under Armour creative team, Philadelphia-based full service ad agency, Red Tettemer + Partners, and acclaimed advertising agency CP+B.
For more information on the What’s Beautiful digital experience, visit whatsbeautiful.ua.com or follow Under Armour Women at http://www.facebook.com/underarmourwomen or @UAWomen. To view exclusive videos, check out the http://www.youtube.com/underarmour page.