Under Armour has launched What's Beautiful?, a digital campaign and contest that champions female athletes and their personal fitness goals. Hosted on microsite whatsbeautiful.ua.com as well as a mobile app, the campaign encourages women to declare a goal that challenges their personal fitness and athletic aspirations. They can then post proof of their progress in the form of videos, photos, and diary entries. Under Armour will test participants with 19 challenges and provide motivational content from guest trainers, shout outs from UA athletes, gear giveaways, and news from the brand.
After nine weeks, Under Armour will nominate ten finalists and ultimately, three winners will be named: two by Under Armour selection and one by public vote. The three winners will be awarded a one-year 'sponsorship' deal with Under Armour which includes access to special events, training with UA celebrity trainers, gear for a year and nutritional support. The remaining finalists will earn an ongoing spot on the Under Armour Women's Ambassador Team and receive $1,000 worth of Under Armour gear.
The experience is being promoted in digital spots by Crispin Porter +Bogusky, online media, and across Under Armour Women's social media channels. Red Tettemer co-created the campaign's digital elements with CP+B.