HOME > Web Marketing > Video > UNDER ARMOUR SIGNS FIRST NON-ATHLETE FOR WOMEN’S LINE
 

Under Armour Signs First Non-Athlete for Women’s Line

By Jul 31, 2014

Andrew Adam Newman (NYT)

misty copelandA new spot for Under Armour will appear for the first time on Monday. Also for the first time, the brand has partnered with a non-athlete to promote its women’s line. The spot is powerful and represents a change in marketing mindset that a ballerina would better resonate with women.

  • mgee

    a ballerina is not an athlete?

  • yesitsme

    the fact that you’ve used the term “non-athlete” in your title is a huge slap in the face to what Under Armour is trying to do here.

  • http://www.linkedin.com/in/clairebrimmer Claire Brimmer

    I’m not usually the one to pull the sexist card, but this is pretty out-of-touch. Considering that ballet dancers rehearse for hours on end, they’re most certainly athletes. I think the article is trying to convey that this is a non-traditional pro athlete endorsement. However, it implies that this is the “ballerina” of childish, princess dress-up proportions.