(Filed Under wholesale Activewear News). In yet another advertising promotion that links women of accomplishment to a particular brand of underwear, Under Armour, launched its sports bra “I Will What I Want” campaign.
“The all-new Armour Bra Collection features a simplified range of styles in High, Medium, and Low that are designed to support women across various fitness activities,” explained the company. The promotion features Lindsey Vonn, Gisele Bundchen, Misty Copeland, Kelley O’Hara, and Brianna Cope. “Content from the campaign depicts each of these women and their declarations in overcoming doubt and setbacks related to their womanhood.”
In all, Under Armour displays 12 high impact sports bras on its website, ranging in retail price from $49.99 to $54.99; eight medium impact sports bras ranging from $29.99 to $44.99; and 18 low impact sports bras, from $24.99 to $34.99.
“Woven into the Armour Bra product launch is a deeper goal of connecting with women at all levels of sport and all stages of their lives, and changing the way they think and talk about sports bras,” declared Adrienne Lofton, SVP, brand marketing at Under Armour. “We believe that a woman shouldn’t have to compromise or settle in any area of her life, and that includes her choice of sports bra. We’re starting a real, organic, and emotional conversation with women about what they want and need in their bras, and we’re backing it up with best-in-class product that eliminates distractions and allows her to focus on performance.”
“Throughout the 10 years I’ve been an Under Armour athlete, I’ve experienced firsthand the dedication this brand has to making the best apparel, footwear and equipment for all athletes,” contributed Lindsey Vonn, World Champion downhill skier. “The Armour Bra Collection is just the newest chapter in that story and it offers the innovation, comfort and support that allows me stay focused on the slopes, in the gym, and in my everyday life.”
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