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Under Armour Recognizes the Brand-Enhancing Power of Dance

Posted by Patrick O'Herron
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Athleticwear brand Under Armour has partnered with American Ballet Theatre soloist Misty Copeland on a new commercial. The ad was released in conjunction with the brand's new website, I Will What I Want, which "celebrates the will to find inner strength and to follow no one."

 

The 60-second spot begins with Copeland balancing on pointe while her voice is heard reading a rejection letter. As the camera pans over her physique, the letter lists all of the reasons why the applicant didn't make the cut, including the sentence, "You have the wrong body for ballet." Copeland swiftly disproves this statement by dancing a powerhouse solo across a stage.

 

The ad is significant in that Under Armour, whose brand image has traditionally been associated with sport, has chosen to highlight the atheleticism of dance. Utilizing dance as a marketing strategy, the brand recognizes the potential the arts have to reach new audiences and share the brand message in a new and engaging way.

 

Check out the inspiring video below.

 

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