Home / Knowledge / News / Apparel/Garments / Under Armour launches “What's Beautiful” women's contest
Under Armour launches “What's Beautiful” women's contest
25
Apr '12
Under Armour, the leading performance apparel, footwear, and accessories brand, 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.

The “What's Beautiful” contest will be hosted on the microsite whatsbeautiful.ua.com and a mobile app. The experience will be featured in: 30 and: 60 digital spots, online media, and across Under Armour Women's social media channels.

Through the microsite, women will be encouraged to declare a goal that challenges their personal fitness and athletic aspirations and post proof of their progress in the form of videos, photos, and diary entries. Under Armour will advance each woman's personal goal by testing participants with 19 UA challenges and providing competitors with special motivational content from guest trainers, shout outs from UA athletes, gear giveaways, and the latest news from Under Armour on the “What's Beautiful” community homepage.

“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.

Under Armour is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe.

Under Armour

Must ReadView All

President Donald Trump; Courtesy: White House

Textiles | On 23rd Jan 2017

US textile industry eager to work with President Trump

The US textile industry is eager to work with President Donald Trump...

Textiles | On 23rd Jan 2017

LyondellBasel expands Texas plant ethylene capacity

US based producer of petrochemicals and speciality chemicals...

Textiles | On 23rd Jan 2017

China’s cotton imports down 39% in 2016

China’s total cotton imports declined by 39.1 per cent to ...tons in...

Interviews View All

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Karel Williams
Dow Microbial Control

'Silvadur is most rapidly adopted in areas where hygiene-conscious and...

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
January 2017

January 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search