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• TB12, the fitness and wellness organization co-founded by Tom Brady, has launched the TB12 Method mobile application, offering a “roadmap to the TB12 Method and lifestyle . . . a more natural, holistic and comprehensive training approach that focuses on muscle pliability, creating softer, longer and more resilient muscles,”
• Good news for effort: 'Puerto Rico is open for tourism — 100+ operational, 4K taking orders. All fully operational. Major tourism attractions Island-wide have been cleaned & restored.'
• Kelley McCormick is joining Under Armour in a newly created position as svp-corporate communications. She most recently was managing director for SKDKnickerbocker communications agency.

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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Thursday
Jul202017

Misty Copeland Leads Strong Women In Under Armour 'Unlike Any' Campaign

By Barry Janoff

July 19, 2017: In its on-going quest to be the sports footwear and apparel company of popular choice but with an attitude that separates itself from its category rivals, Under Armour lhas aunched a global marketing campaign, "Unlike Any."

The multi-platform effort, under the brand’s umbrella I Will tag, features women who are leaders and/or face challenges and handle them with strength, determination and beauty.

The roster includes Under Armour veteran spokeswoman Misty Copeland,  principal ballerina  for the American Ballet Theatre; Harlem Run Crew founder Alison Désir; world champion sprinter Natasha Hastings; and two new brand spokeswomen: professional stuntwoman Jessie Graff, and Chinese taekwondo champion and actress Zoe Zhang (Lanxin Zhang).

A spot featuring champion alpine skier Lindsey Vonn will premiere in Fall 2017.

Paraplympic athlete Fleur Jong stars in a spot under the title, "Unwavering Will."

According to Under Armour, "To portray these women as Unlike Any, (we) captured 360-degree rotations of their athleticism from every angle, paying homage to the movements that have driven their incredible achievements."

Each of their stories "takes form in a set of tributes — poetry crafted specifically for each athlete at the peak of their performance — from spoken word artists who were inspired to craft a lyrical work in honor of each athlete’s story and transcendent ability," per Under Armour.

The campaign, to support the company’s Fall / Winter 2017 women’s collection, will see significant activation in U.S., Europe and China, as well as other Under Armour markets.

The effort will include more than 200 pieces of content for TV, digital and social platforms and POP. Under Armour said it is working with such media partners as Facebook, YouTube, Pinterest, Snapchat, Refinery29, Well + Good, Soundcloud, iTunes and Google Play to reach consumers.

Lead agency is Droga5.

"We’ve built the women’s category at Under Armour on a foundation of innovative products and storytelling that champions her athletic performance,” Pam Catlett, sip and GM for Women’s at Under Armour, said in a statement.

“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."

In Misty’s creative, we see her dancing and moving with words by Saul Williams. "The systemic structure built to keep me in place is the stage I dance on. Black. And woman. Mothership. My mother’s hips beheld deep space. Astronaut of corporal grace."

Stuntwoman Jessie Graff seems to defy gravity in her spot, with words by Kojey Radical. "I want to know what it feels like to leap from cloud to cloud and not look down once. I want to know how you skip across the stars and use the moon as a landing mode.I looked onwards in awe and said, ‘Teach me. Teach me to fly through the air like the first flight of Pegasus."

Each spot ends with the line, "Remind me what it’s like to to be unlike any."

According to Adrienne Lofton, svp-global brand management, for Under Armour, "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.

"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. 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," said Lofton.

Under Armour "Unlike Any"

Misty Copeland

Jessie Graff

Natasha Hastings

Allison Désir

Zoe Zhang

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