Under Armour is going hard after female shoppers with perhaps its most ambitious campaign targeting women. On Wednesday, the Baltimore-based sportswear brand debuted "Unlike Any," a digital push from Droga5 artfully showcasing the athletic strength and grace of celebrities such as its original spokes-star, ballerina Misty Copeland, stuntwoman Jessie Graff and world champion sprinter Natasha Hastings.
The campaign will start with individual films featuring Copeland, Graff, Hastings, Harlem Run Crew founder Alison Desir and Chinese taekwondo champion and actress Zoe Zhang. A spot featuring champion skier Lindsey Vonn will debut this fall. In each, the camera playfully dances and twists around each woman, capturing their impressive athletic feats from unique angles.
Directed by Georgia Hudson of Agile films, the ads all vary in length and are set to spoken word poetry, further illustrating each star's journey. The poets who created the spots' verse were American rapper Saul Williams, American writer/activist Aja Monet, London's poet/musician Kojey Radical, slam poet/activist Dominique Christina and bilingual Tawainese rapper Pan Wei Ju.
Video will roll out on digital and social platforms as well as on Pinterest, Snapchat and Refinery29.
Over the next six months, Under Armour will roll out 350 pieces of content created with Droga5, which has worked for the brand since 2013.
The use of poetry fits well with the digital-first campaign, as the films need not adhere to the standardized length of TV spots, said Felix Richter, executive creative director at Droga5. "With poetry, you can isolate one or two lines and be very powerful," he said.
The women's business "is a huge opportunity," said Attica Jaques, who joined Under Armour as VP, global brand marketing for women's and youth last year. She noted that executives conceived of the idea for the campaign last summer during the Olympics, when much of the news about record-breaking women only compared them to their male counterparts.
"These stories resonate -- they're human truths and whether sport or life, the learnings are powerful," said Jaques. "We can all relate." She declined to say how much Under Armour is dedicating to the new push, but said it's consistent with previous efforts. The company spent $10.8 million on measured media in the U.S. last year, according to Kantar Media.
Read more about the campaign on Adage.com.