The brand has created a meme generator that allows users to create their own “I’m Pretty (fill in the blank)” image to share on social media channels.
Under Armour launched an online campaign video that calls out the idea of women as “just a pretty face,” said the brand.
“Judging someone solely by how she looks is pretty unfair,” the Instagram video proclaimed. “You’re more than a pretty face. You’re also pretty strong, smart, tough, bold, fierce.”
Positive comments on @UnderArmourwomen enthused, “I love this! It’s so inspiring” and “Love it and therefore shared it! Great campaign!”
Attica Jaques, Under Armour’s vice president of brand management, said the campaign aims to “celebrate and inspire the strong female spirit.”
“We want women to know Under Armour is proud of your achievements, whether it’s in the gym, on the field, at work, or in any other part of your life,” said Attica Jaques, the vice president.
Under Armour has created a meme generator that allows users to create their own “I’m Pretty (fill in the blank)” image to share on social media channels such as Twitter and Instagram/Facebook. Some choices to fill in the blank so far include “inspired,” “genuine” and “ambitious.”
The brand is selling a limited edition #ImPretty graphic tank top, which is available online and in several Under Armour Brand House locations, including Baltimore, Boston, Chicago, New York and Glendale, CA.
A limited edition pin is also being offered with the purchase of any Under Armour Women product.