Under Armour Launches New Digital Campaign Using Misty Copeland

Under Armour Launches New Digital Campaign Using Misty Copeland 480 360 C-Suite Network

In its new campaign launched today from Droga5, Under Armour uses iconic ballerina/warrior Misty Copeland, first African American to be named as principal ballerina. Words by Saul Williams. As we all know, personalities can be iconic—just like the logos and products they represent, they instantly signal specific values that resonate and keep products relevant.

Under Armour riffs on this well-worn meme by aligning with the values of personalities like Ms Copeland, Zoe Zhang, Jessie Graff, Alison Desir, and Natasha Hastings, who are atypical sports heroines: ballerina, actress and Taekwondo Black Belt, a stunt…