Under Armour (NYSE: UA) launched Tuesday its latest women’s-focused campaign at an experiential event at Body by Simone in Los Angeles with World Champion downhill skier and UA Woman of Will Lindsey Vonn.
The campaign is the latest iteration of the “I Will What I Want” campaign, and centers on a woman’s most important piece of workout gear—her sports bra.
The all-new Armour Bra Collection features a simplified range of styles in High, Medium, and Low that are designed to support women across various fitness activities.
The Armour Bra campaign features UA Women of Will Lindsey Vonn, Gisele Bundchen, Misty Copeland, Kelley O’Hara, and Brianna Cope.
Content from the campaign depicts each of these women and their declarations in overcoming doubt and setbacks related to their womanhood. The statements also give voice to what women everywhere want and need from their sports bras.
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“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, Brand Marketing, Under Armour.
“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,” said Lindsey Vonn, World Champion downhill skier. “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.”
Throughout the campaign, which will live digitally on UA.com and in Under Armour Brand House and partner retail locations, Under Armour will host several grassroots events to educate consumers on proper bra fit, use, and care.
The Under Armour global headquarters is in Baltimore, Maryland.