Calls for South African women to enter a competition to WIN R25000 worth of Under Armour gear.:
Cape Town (2 August, 2017) – Global performance brand Under Armour launches Unlike Any, its newest global marketing campaign. The Unlike Any campaign pays tribute to Under Armour’s athletes by shining a spotlight on their remarkable talents and stories of WILL, and elevating them to a level beyond comparison.
In celebration of National Women’s Day on 9 August 2017, Apollo Brands, the official distributor of Under Armour in South Africa is excited to announce the launch of their online competition which coincides with the global campaign, calling for South African women athletes Unlike Any to enter to win R25000 worth of Under Armour gear.
Entries are open from 1 – 27 August 2017 at www.unlikeany.co.za. Finalists will be selected by the 31 August after which the public are invited to vote for their favorite candidate between 11-29 September. The winner will be announced on 30 September 2017.
According to Lorrianne Cloete, Brand Manager for Under Armour in South Africa, “The Under Armour brand calls for women with grit, determination and a drive Unlike Any and what better time than Women’s Month in South Africa to call out and reward these magnificently powerful people. So we invite women athletes to enter by sharing their story and their achievements with us.”
The global campaign features a roster of prolific athletes, including American Ballet Theatre® principal ballerina Misty Copeland, long distance runner and Harlem Run Crew founder Alison Désir, world champion sprinter Natasha Hastings, and two of Under Armour’s newest athletes; professional stuntwoman Jessie Graff, and Chinese taekwondo champion and actress Zoe Zhang (Lanxin Zhang). Additionally, world champion alpine skier Lindsey Vonn’s Unlike Any film will premiere in Fall 2017.
The suite of campaign films were directed by Georgia Hudson of Agile Films. To portray these women as Unlike Any, she captured 360-degree rotations of their athleticism from every angle, paying homage to the movements that have driven their incredible achievements. Each story of WILL takes form in a set of tributes – crafted specifically for each athlete at the peak of their performance – with poetic prose from spoken word artists who were inspired to craft a lyrical work in honor of each athlete’s unique story and transcendent ability. Hastings’ powerful sprints, Graff’s gravity-defying aerial cartwheel, Désir’s endurance, Zhang’s rapid-fire high kick and Copeland’s awe-inspiring pointe technique are all captured to exemplify how each individual is truly Unlike Any.
“The Unlike Any campaign celebrates the dream and the drive of women who are simply beyond compare and is the manifestation of our vision,” said Pam Catlett, SVP & General Manager of Women’s, Under Armour. “We’ve built the women’s business at Under Armour on a foundation of innovative product and breakthrough storytelling. By consistently recognizing the ways in which women are re-defining the athletic experience and creating best-in-class footwear and apparel to meet their evolving needs, we will continue to reach new consumers and expand this fast-growing piece of our business.”
“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 them to where they belong – above gender roles, above labels, and above convention,” said Adrienne Lofton, SVP Global Brand Management, Under Armour. “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. We aim to inspire women everywhere to continue making history in their own lives. We have always been a brand that celebrates women, and this is just another reminder that we stand for her, with her, and because of her.”
“I believe in the power of inner strength and how it can push you to accomplish the seemingly impossible. The campaign is a celebration of that inner strength that lives in every single person and a reminder for every woman out there who feels less than because of unnecessary comparisons, that they are strong, unique and truly Unlike Any,” said Copeland.
Competition entries are open between 1-27 August 2017. Candidates should visit www.unlikeany.co.za , upload their pictures and answer key questions. Finalists will be selected and will be notified directly, following which the public will be called to vote for their favorite athlete. Follow @UnderArmourZA for updates and announcements and to join the conversation with #UnlikeAny
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