- Under Armour’s New Campaign Celebrates Female Athletes — Without Comparing Them With Men
- Drop Everything and Watch Under Armour’s New Ad Campaign Celebrating Female Athletes
- Under Armour Launches I WILL™, Its Biggest Ever Global Marketing Campaign
- Under Armour’s new brand campaign was created in-house
- Under Armour shows the will of training athletes that ‘Makes Us Family’
- Under Armour Celebrates Female Athletes In a Powerful New Campaign
- Building the category
- Incredible potential
- The athlete endorsements that are turning Under Armour into Nike’s strongest competitor
- Stephen Curry — Point guard, Golden State Warriors
- Tom Brady — Quarterback, New England Patriots
- Gisele Bündchen — Model
- Jordan Spieth — Professional golfer on the PGA Tour
- Misty Copeland — Soloist, American Ballet Theatre
- Clayton Kershaw — Pitcher, Los Angeles Dodgers
- Lindsey Vonn — Downhill skier, US Ski Team
- Cam Newton — Quarterback, Carolina Panthers
- Buster Posey — Catcher, San Francisco Giants
- Kelley O’Hara — Defender, US Women’s National Team
- Michael Phelps — Swimmer, US National Team
Under Armour’s New Campaign Celebrates Female Athletes — Without Comparing Them With Men
“Unlike Any,” Under Armour’s latest campaign, celebrates the achievements of female athletes, looking at their athletic prowess without considering gender comparisons. Six Under Armour athletes will be highlighted for the campaign. These athletes will appear in videos that highlight their athletic talent and feature spoken-word artists’ poetry designed specifically for the individual athletes, with their stories in mind.
The athletes featured in the project are Lindsey Vonn, an Olympic gold medalist and alpine skier; Misty Copeland, the American Ballet Theatre’s first African-American principal ballerina; Alison Désir, a long-distance runner and the founder of Harlem Run Crew; Natasha Hastings, a world champion sprinter; Jessie Graff, a professional stuntwoman; and Zoe Zhang, a Chinese taekwondo champion and actress.
“Each of our athletes in this campaign have shattered expectations and challenged the status quo on their respective playing fields. For ‘Unlike Any,’ we set out to celebrate and elevate our athletes to where they belong – above gender roles, above labels and above convention,” said Adrienne Lofton, SVP of global brand management.
This is the most expansive campaign by Under Armour to date, and it features over 200 pieces of content. The company will also be celebrating the campaign’s launch with a pop-experience, held at Chelsea Market in New York on July 20.
The full campaign can be viewed on Under Armour’s website or by downloading the UA Shop App, available on iTunes and Google Play. The first five films (Vonn’s will be released in the fall) can be watched now on the company’s YouTube channel.
Nearly three years ago, Under Armour launched its largest campaign aimed at women in its history—the $15 million “I Will What I Want” ad campaign starring ballerina Misty Copeland, who reads a rejection letter that included the words, “You have the wrong body for ballet.” Copeland’s ad racked up 4 million views in the first week alone.
Now it’s hoping to strike gold with women again with another female empowerment campaign, titled “Unlike Any,” that’s once again starring Copeland and five other female athletes.
“Unlike Any” features the ballerina and other inspiring female athletes. The brand created individual short films about each athlete in collaboration with spoken-word artists, to celebrate the achievements of each woman that rises above gender comparisons.
“Each of our athletes in this campaign have shattered expectations and challenged the status quo on their respective playing fields,” stated Adrienne Lofton, SVP Global Brand Management, Under Armour. “For ‘Unlike Any,’ we set out to celebrate and elevate our athletes to where they belong—above gender roles, above labels and above convention.”
“Our unique approach was to create these unexpected films that honor our athletes with powerful poems from the hearts and minds of some of the most thought-provoking artists in the world,” Lofton added. “Our brand aims to inspire women everywhere to continue making history in their own lives and this campaign is a reminder that we stand for and with her.”
“We’ve built the women’s category at Under Armour on a foundation of innovative products and storytelling that champions her athletic performance,” stated Pam Catlett, SVP & General Manager of Women’s, Under Armour. “We will continue to break new ground with our women’s business by consistently recognizing the ways in which women are re-defining the athletic experience and by creating great product that meets her evolving needs.”
Want to see what #TeamUA was up to? Check out our Instastories for an exclusive look at our #UnlikeAny launch event. #squadgoals #IWILL
To kick off the campaign, Under Armour is hosting a pop up #UnlikeAny event that’s open to the public at New York’s Chelsea Market today from 10 a.m. – 7 p.m.
The athletes bolstering their own (and women’s) self-image in this campaign:
Copeland, ABT principal ballerina — “She’s inspired so many, but what inspires her? Principal Ballerina, Misty Copeland, talks girl crushes, superpowers, and playlists before she takes the stage. “I believe in the power of inner strength and how it can push you to accomplish the seemingly impossible. This campaign is a celebration of the inner strength that lives in every single person. It’s a reminder for every woman out there who feels less than because of unnecessary comparisons, that they are strong, unique and truly Unlike Any.”
Fleur Jong, a disabled athlete with prosthetic legs:
Alison Désir, Harlem Run Crew founder and long distance runner:
Natasha Hastings, world champion sprinter:
Jessie Graff, professional stuntwoman:
Zoe Zhang (Lanxin Zhang), Chinese taekwondo champion and actress:
World champion alpine skier Lindsey Vonn’s film will premiere in Fall 2017.
The artists who created the spoken word poetry for the campaign are:
· Saul Williams – rapper, singer-songwriter, actor and poet known for his distinct fusion of poetry and alternative hip hop. A longstanding patron of ballet, he brought innate insight to Misty Copeland’s story, highlighting the systemic social structures she overcame to become the first African American principal ballerina and, in the process, shape the future of ballet itself.
· Aja Monet – contemporary poet, writer and activist of Cuban-Jamaican descent, her most lauded poem, “My Mother Was a Freedom Fighter,” recently headlined at the Women’s March on Washington. As someone who also uses her craft as a platform for social activism, she was a worthy voice to bring Alison Désir’s story to life.
· Kojey Radical – London-based musician, rapper and spoken-word poet, well- suited to capture and elevate Jessie Graff’s acrobatic abilities.
· Dominique Christina – award-winning poet, author and political activist, her poem for Natasha Hastings puts us inside of the accomplished sprinter’s mind, revealing an inner struggle and subsequent conquering of self-doubt.
· Aristophanes 貍貓 – also known as Pan Wei Ju, a bilingual Taiwanese rapper recently featured on a collaboration with Grimes, she crafted lyrics that speak to the story of Chinese actress Zoe Zhang, who fought her way into the spotlight with her unequaled taekwondo abilities.
“We really wanted to tell relevant, global stories that tap into a truth that any woman can see and resonate with,” said Lofton. “It wasn’t about featuring our biggest athletes, it was about getting out the most diverse and interesting stories that could create this reframing of what success looks like when it comes to women as a whole, not just female athletes.”
To shop the Fall / Winter 2017 Women’s collection, visit UA.com and download the UA Shop App on iTunes and Google Play.
Drop Everything and Watch Under Armour’s New Ad Campaign Celebrating Female Athletes
What happens when five bad-ass female athletes and five up-and-coming writers get together to produce a video series? Poetry in motion.
That’s the premise behind Under Armour’s stunning new ad campaign featuring female athletes, released Wednesday.
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Starring ballet dancer Misty Copeland, long-distance runner Alison Désir, stuntwoman Jessie Graff, sprinter Natasha Hastings, and taekwondo champion Zhang Lanxin, Under Armour’s campaign “aims to demonstrate — not simply say — how these athletes are above gender roles, above labels and above conventions,” the company wrote in a statement.
In the video series, the athletes move about in mostly empty spaces — forcing the viewer to focus on the athlete and not the background — accompanied by spoken word poetry by up-and-coming writers and musicians: Saul Williams, Aja Monet, Kojey Radical, Dominique Christina, and Aristophanes 貍貓.
Read More: Harmful Gender Stereotypes in Ads Are Everywhere, and This Advertising Watchdog Is Finally Cracking Down
“We wanted to tell relevant, global stories that tap into a truth that any woman can see and resonate with,” Adrienne Lofton, Under Armour’s senior vice president of global brand management, told Teen Vogue.
Copeland, the first African-American woman to be named principal dancer at the American Ballet Theater, twists and turns in a fashion more reminiscent of contemporary, interpretative dance than traditional ballet.
“The systemic structure built to keep me in place is the stage I dance on: black and woman,” Saul Williams says in a voiceover for Copeland’s video.
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The ads, according to Lofton, were initially inspired by the 2017 Women’s March, which saw more than 1 million marchers take to the streets around the world in January to celebrate and empower women worldwide. But they also address a phenomenon all-too-common in the professional sports world, where women are always judged in relation to their male counterparts.
“Frustratingly, it’s industry norm for a female athlete to be compared to their male counterpart,” Lofton told Teen Vogue.
Just last month, this scenario played out in the world of professional tennis. When asked about legendary tennis star Serena Williams, retired male player John McEnroe besmirched her accomplishments on account of her gender.
“If she played the men’s circuit she’d be like 700 in the world,” McEnroe said on NPR.
This type of repartee, of course, has repeated itself many times over the course of athletic history, including famously in the 1973 tennis showdown between tennis players Billie Jean King and Bobby Riggs, nicknamed “Battle of the Sexes.”
Read More: Emma Stone: Male Co-Stars Have Taken Pay Cuts to Promote Gender Equality
The Under Armour ad series is more than just a celebration of women athletes, but of diversity, and globalism, as well.
Copeland, Hastings, and Désir are black, Graff is white, and Lanxin is Asian. Poet Aja Monet is an American of Cuban-Jamaican descent, rapper Aristophanes 貍貓 hails from Taiwan, and musician Kojey Radical is British.
“It wasn’t about featuring our biggest athletes, it was about getting out the most diverse and interesting stories that could create this reframing of what success looks like when it comes to women as a whole, not just female athletes,” Lofton told Teen Vogue.
And if the videos that came out of this synergy are any proof — it worked. Together these athletes and musicians are paving the way to a future, in advertising and elsewhere, that sees women for who they are, not for what men see them as being.
Under Armour Launches I WILL™, Its Biggest Ever Global Marketing Campaign
Under Armour CEO and Founder Kevin Plank and Chief Operating Officer Kip Fulks introduced the new campaign and the brand’s latest product innovations with the help of NFL Pro Bowler Arian Foster and former MMA Champion and Hollywood star Gina Carano.
“Ten years ago Under Armour became a household name when the brand asked athletes everywhere to ‘Protect this House.’ The response in the iconic commercial, and throughout the years, has been the same: I WILL,” said Plank. “Today, Under Armour inspires the next generation of athletes to unleash their inner resolve and our I WILL trademark confirms our promise to continuously redefine the future of performance through innovation that will help give athletes an edge.”
The campaign launched today globally online and debuts on television in the US on Saturday, February 16th on TNT during NBA All-Star Weekend. To view the full spot please visit http://www.youtube.com/watch?v=oYCvIr0fWnM. The spot will also air on multiple networks including ESPN and MTV. Other elements include digital, OOH, grassroots, international extensions, a social competition and a new microsite, IWILL.ua.com launching on February 15th.
The brand also showcased its Armour39™ system– a first of its kind digital performance monitoring system designed to uncover the potential within all athletes that train to get better. Launching in March 2013, the system provides a single score WILLpower measurement that reflects an individual’s overall effort during a workout session. The Armour39 system also tracks heart rate, calories burned, and intensity. Designed to seamlessly integrate into any workout, Armour39 allows athletes to uncover precise information about their training and athletic potential.
The brand also previewed the UA Spine Venom and Micro G® Toxic Six from the 2013 performance footwear collection and the new ColdGear® Infrared insulated apparel collection.
To follow the I WILL story and learn more about Armour39 and Under Armour innovation, visit www.facebook.com/underarmour and @UnderArmour with #IWILL.
About Under Armour, Inc.
Under Armour® (NYSE: UA) 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. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam’s Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company’s website at www.ua.com.
SOURCE Under Armour
Under Armour’s new brand campaign was created in-house
Late last year, Under Amour said it would tell more of its brand story in 2020. Two weeks into the year, and the sportswear brand is making good on that promise with a new brand campaign and rallying cry for athletes around the globe.
Like Under Armour’s other campaigns, “The Only Way Is Through” is a brand platform that showcases the endurance and determination athletes like Michael Phelps and Stephen Curry must exhibit in order to be the best in their category. It’s a similar message to what the Baltimore-based brand has pushed around going above and beyond, including a 2018 effort starring Dwayne “The Rock” Johnson as a motivator to the masses.
“Listen, you’re more than your successes, you’re more than your failures—you’re the work,” a voiceover says during a 90-second anthem spot that highlights the training montages of athletes including Phelps, Curry, Tom Brady and Kelley O’Hara.
But unlike previous campaigns that were done with creative agencies, most recently Droga5, the new work was produced entirely in-house.
“It’s back to what the brand essence really is: We used to use big, powerful, visceral messaging that would connect emotionally,” says Brian Boring, VP of global brand creative at Under Armour, noting that recent pushes have centered instead on product marketing. The new platform will be global and continue through the duration of the year.
The campaign will run on a variety of channels, including activations and city takeovers, out-of-home advertising in Baltimore, digital and TV. The anthem spot will run in 90 seconds on some broadcast networks and in shorter versions as well. The ad will also air on Fox sports streaming sites during the Super Bowl on Feb. 2.
Boring says Under Armour is still working with some agencies on a project basis.
“For this campaign, it was important to bring this in-house and harvest the soul of the brand,” he says, adding that the brand is investing in building its internal team. Under Armour’s media division worked with Digitas North America and Spark for media buying. He says that Under Armour is investing more this year in marketing than it did in 2019.
Under Armour announced the new campaign Tuesday during a two-day summit with athletes, trainers and media in Baltimore. The brand has struggled in recent years as it competes with a host of other performance-based sports brands at a time when consumers are moving toward fashion sportswear.
For its third quarter, Under Armour reported a 1 percent decline in revenue to $1.4 billion, weighed down by a 4 percent decline in North America revenue to $1 billion. Net income for the quarter rose 7 percent to $102 million compared with the year-earlier period. In November, Under Armour confirmed it was under investigation by federal agencies for its accounting practices.
Find out more about fitness and health trends at Ad Age Next: Health & Wellness, a conference taking place on Feb. 6. Tickets are selling fast!
Under Armour shows the will of training athletes that ‘Makes Us Family’
Under Armour is launching the next chapter in its ‘Train’ storytelling with a global campaign called ‘Will Makes Us Family,’ showcasing star and amateur athletes all in various training scenarios.
Training means something different to everyone, but it lays the foundation for performance, no matter your sport or personal goals, says Under Armour. The current campaign is about the hard work and shared purpose that unites those who train in any category.
‘Will Makes Us Family,’ by Droga5, shows athletes all over the world, across skill level and body type, all united by a common denominator that got them to where they are today: will. The determination, perseverance and dedication to training makes athletes all family and unites people no matter who they are, where they are from, or what they set out to accomplish. ‘Will Makes Us Family’ is brought to life in its full expression in an anthemic film and through unique athlete pairing films.
Athletes featured in the campaign, alongside everyday athletes, include Cam Newton, ballerina Misty Copeland, skier Lindsey Vonn, golfer Jordan Spieth and Olympic boxer Anthony Joshua.
The films give viewers a raw insight into these athletes’ training so you can see the effort and grit they put into perfecting their sport. Training is an often overlooked part of an athlete’s journey to success, but this campaign is Under Armour’s modern expression and celebration of training. It states in a release that training laid the groundwork to support the brand since its inception, and is ultimately the foundation of all sports.
Under Armour will continue its tradition of providing consumers with the world’s best, most innovative performance products with its new line of training gear released along with this campaign – Perpetual, Vanish, Weather Protection and the fall/winter Misty Copeland Signature Collection drop.
Under Armour: Will Makes Us Family by Droga5
Added 27 September 2018 Agency: Droga5 Overall Rating 4/5 Vote
Under Armour Celebrates Female Athletes In a Powerful New Campaign
We still have a long way to go when it comes to equal treatment of male and female athletes. Case in point: That time when John McEnroe suggested that Serena Williams would be the 700th best player in the world if male players were included, and the fight for equal pay.
“Unlike Any” is a movement that focuses on five female athletes who defied stereotypes and proved that female athletes are just as badass as the guys, if not more. The brand turned to several notable poets, like Dominique Christina and Saul Williams, to bring their stories to life. Take a look:
“Each of our athletes in this campaign have shattered expectations and challenged the status quo on their respective playing fields,” Adrienne Lofton, SVP of global brand management said in a press release. “For ‘Unlike Any,’ we set out to celebrate and elevate our athletes to where they belong-above gender roles, above labels, and above convention.”
One of the women featured in the campaign is Misty Copeland, professional ballerina and the first female African-American principal dancer at New York City’s American Ballet Theater. ” a celebration of the inner strength that lives in every single person,” she said of the campaign. “It’s a reminder for every woman out there who feels less than because of unnecessary comparisons, that they are strong, unique and truly Unlike Any.” (Related: Misty Copeland Gets Real About Body Image Struggles In New Documentary)
You’ll also see distance runner Alison Désir, world champion sprinter Natasha Hastings, and two of Under Armour’s newest athletes: professional stunt woman Jessie Graff (check out her insane upper-body workout), and Chinese taekwondo champion Zoe Zhang.
Head over to Under Armour’s website to take a peek at their entire campaign. You can also watch the remaining five films on the company’s YouTube channel.
Sportswear apparel company Under Armour (NYSE:UA) (NYSE:UAA) has been struggling with the difficult retail environment in the U.S., but it seems like things have gone from bad to worse. The company reported that one of its key growth pillars, women’s apparel, saw a decline in the most recent quarter. The company has fought hard to build this $1 billion business and this miss has to be the company’s biggest disappointment in its earnings release.
CEO Kevin Plank opened the earnings call with analysts saying that he’d “like to take a moment to acknowledge the disappointment that we feel about our financial performance in 2017.” David Bergman, chief financial officer, went on to detail what products types contributed to the disappointing 5% top-line decline.
“Apparel revenue decreased 8% to $940 million as growth in golf and sports style product was more than offset by declines in our outdoor, women’s training and youth categories,” he said.
While the company expected challenges in North America, it probably didn’t expect this result from its women’s training category. In an interview with Goldman Sachs in September, Bergman had said women’s apparel was one of the “levers” the company could use to offset the weakness in domestic retail. The category’s decline in the recent quarter is especially disappointing after the company just finished a significant marketing campaign called “Unlike Any” that featured its women athletes, and its promising partnership with Kohl’s, whose customers are predominantly women.
Lindsey Vonn pictured for the Unlike Any advertising campaign. Image source: Under Armour.
While the women’s business was a drag this quarter, building the women’s product line has been an integral part of Under Armour’s growth story, and a source of pride.
Building the category
The company started its women’s business in 2000 and ended up scrapping the entire first run of its original clothing line because of poor quality. The company became more serious about its women’s brand when it signed Olympic skier Lindsey Vonn in 2006. In 2014, the company signed Misty Copeland, the first African-American female principal dancer with the American Ballet Theater. Copeland was the center of the company’s “I Will What I Want” campaign that was named AdAge’s campaign of the year.
By 2016, the women’s brand for Under Armour had reached the $1 billion mark. Plank had this to say about it in the October 2016 quarterly conference call:
In that same earnings call, Plank said that the women’s category “remains one of our brightest opportunities for growth in our business.” You have to go back to the company’s investor day in 2015 to understand why Plank has characterized its women’s business that way.
For the 2015 investor day, Kelly Cortina, then vice president in charge of the women’s category, opened up the discussion on the opportunity for the category with a bold statement.
We have a very big vision around this business. Women’s will be a major global growth driver for the Under Armour brand, and we look forward to the day that we are as big or bigger than our men’s business.
While that seemed to be an audacious claim, Cortina followed up with some data about female participation in sports and fitness that gave investors an idea that it was possible. She went on to say that 42% of all high school athletes are female and that “soccer participation for females has tripled in the last 15 years.” Motley Fool analyst Sarah Priestley expanded on these numbers in this “girl power” podcast. Priestley indicated that 90% of the growth in high school sports from 1970 to 2016 was due to women, and that women make up 57% of competitors in running races in the U.S.
At the time of the investor day presentation, the women’s business was growing 40% annually, had 100 million women as users on the company’s fitness apps, and had seemingly unlimited potential. When this quarter showed a decline for the women’s segment, I imagine the word “disappointed” is understating how Plank feels about the result.
Just before the company’s earnings release, it was reported that two senior executives would be leaving the company: the chief marketing officer and the head of the women’s and youth categories. On the earnings call Plank indicated that “footwear and women’s is a place where we feel like we can be and do a much better job.”
While admitting a problem is the first step to fixing it, there will be much more that’s needed to improve results with this important product category.
Brand: Under Armour
Brand owner: Under Armour
Lead agency: Droga5, Optimum Sports
Media channels: Content marketing, Online display, Online video, Social media
In the summer of 2016, Droga5 was tasked with re-launching Under Armour’s women’s category, which hadn’t done new brand work since 2010. This was no easy feat. In an increasingly cluttered category, Droga5 was faced with perception challenges that were ultimately dictating consumer behaviors around purchase and loyalty. In essence, it needed to shift people’s perceptions and behavior when it came to Under Armour Women’s. To do so, it adopted a new approach to content – something they had never done before for Under Armour.
Droga5 honed in on the insight that Under Armour Women’s target is in a constant state of consuming and sharing content across social media. It devised a campaign that is entirely social and digital, with six beautifully different videos for six different female athletes who were each “Unlike Any” in their respective disciplines. Moreover, Droga5 developed entire systems of social work around each video, which were bespoke to the platform on which they ran. This multitude of unique content spanned the funnel to help drive perception changes as well as drive action.
The athlete endorsements that are turning Under Armour into Nike’s strongest competitor
A pair of Stephen Curry’s Under Armour sneakers. Stephen Dunn/Getty This week, Golden State Warriors point guard Stephen Curry has a shot at winning the NBA championship.
As the face of Under Armour, Curry would not only achieve a milestone in his career, he’d be giving Under Armour another massive credibility boost.
CEO Kevin Plank founded the Baltimore-based sports apparel and equipment company in 1996, and it has emerged in the past few years as a serious contender in the industry.
Last year Under Armour overtook Adidas, which also owns Reebok, as the second most popular sportswear manufacturer in the US, with $2.6 billion in revenue in apparel and footwear. It’s still far behind Nike, however, which brought in $11.8 billion in revenue in that same sector in 2014.
Plank has said he expects Under Armour to grow revenues 20% this year, and part of his plan is to continue focusing on acquiring major athlete endorsements.
In addition to NCAA partnerships and deals with international teams like the Premier League’s Tottenham Hotspurs, Under Armour has been building a roster of star athletes that build its brand and boost its sales.
Here are some of the company’s biggest gets.
Stephen Curry — Point guard, Golden State Warriors
Ben Margot/AP Photo Under Armour approached Curry in 2013 as his contract with Nike was about to expire. Nike considered whether it was worth outbidding Under Armour, and concluded that Curry’s chance of deserving a signature shoe wasn’t high enough. Curry soon became one of the NBA’s most prominent stars and the 2014-2015 MVP. His signature shoe, the UA Curry One, is Under Armour’s best-selling shoe.
Tom Brady — Quarterback, New England Patriots
Jared Wickerham/Getty The four-time Super Bowl champion and three-time Super Bowl MVP signed a deal with Under Armour in 2010 after his deal with Nike expired, taking some of his payment in stock.
Gisele Bündchen — Model
Facebook/Under Armour Bündchen, the former world’s top-grossing model, joined her husband Tom Brady in the Under Armour family last September, months before announcing her retirement from the catwalk. She is part of Under Armour’s largest ever global marketing campaign for women.
Jordan Spieth — Professional golfer on the PGA Tour
Jamie Squire/Getty Images In January, Under Armour signed 21-year-old Spieth to a 10-year contract. In April, he joined history’s greatest golfers when he won the Master’s. “Thanks to Jordan, our company grew up today,” Under Armour CEO Plank told ESPN after the win.
Misty Copeland — Soloist, American Ballet Theatre
Screenshot / Youtube One of Under Armour’s most prominent athletes isn’t a basketball or soccer star, but a ballerina. Under Armour was drawn to Copeland’s remarkable journey to becoming the second black soloist in the American Ballet Theatre, one of the world’s premiere ballet companies. She made her deal last year.
Clayton Kershaw — Pitcher, Los Angeles Dodgers
Getty Images Under Armour’s bet on Kershaw when he was a rookie in 2008 ended up becoming one of its biggest successes. Kershaw ranks among the best pitchers in MLB, as a three-time Cy Young Award winner and four-time All-Star.
Lindsey Vonn — Downhill skier, US Ski Team
dunhamssports1/YouTube Vonn, a four-time gold medalist, has been with Under Armour since 2006 and remains a prominent spokesperson.
Cam Newton — Quarterback, Carolina Panthers
Under Armour/YouTube Under Armour pushed hard in 2011 to land the Heisman-winning quarterback before his rookie year in the NFL, paying what NBC said may have been the biggest apparel contract ever given to an NFL rookie. Newton remains a celebrity athlete in the league, and led the Panthers to their divisional championship last year, losing to the Seahawks.
Buster Posey — Catcher, San Francisco Giants
Justin K. Aller/Getty Posey is another prospect Under Armour grabbed as a rookie in 2009, and today he’s regarded as arguably the best catcher in baseball. He’s a three-time World Series champion and National League MVP, among other accolades.
Kelley O’Hara — Defender, US Women’s National Team
Eastbay/YouTube O’Hara is another score from Nike, and emerged last year as one of the faces of Under Armour’s “I Will What I Want” campaign for female athletes. She’s one of the three players who played every minute of every game in the US Women’s National Team’s 2012 gold-medal run.
Michael Phelps — Swimmer, US National Team
Under Armour Phelps, who signed his deal in 2010, may have been out of the spotlight for awhile, but he remains the most successful Olympian of all time with 22 medals and is training for next year’s Olympics.
There’s a full roster of endorsement deals at Under Armour’s website.