Under Armour kicked off an official media launch of their womenswear campaign with Olympic gold medal skier Lindsey Vonn, World Cup Soccer winner Kelley O'Hara, and American Ballet Theater dancer Misty Copland. The July 31 event took place at the Garage on 611 West 50th Street in New York City. ESPN journalist Sage Steele hosted the event, which feature a panel discussion with the three highly accomplished women; plus a short talk about the Under Armour brand and its women wear division by company founder and CEO Kevin Plank, and its SVP Executive Creative Director of women's apparel Leanne Fremar.
The theme of the campaign is "I will what I want". Under Armour target audience are women who are doing things to stay fit such as running with their friends, spin class, boot camp, tennis, biking, marathons, Pilates, kickboxing, kung-fu, rock-climbing and many more. Ms. Fremar adds that women want clothes that "give performance, but not at the expense of style".
After the lengthy presentation about the company, the talented journalist Sage Steele had a panel discussion with three distinguished female guests. Misty Copeland 2007 because the first African-American female soloist at the American Ballet Theater in twenty years, and the second in its entire history. She is the first female athlete focused in the Under Armour "I will what I want" campaign. Ms. Copeland spoke about overcoming prejudice based on how she looks, to rise to much acclaim in the dance world.
Lindsey Vonn Olympic gold medal skier and is considered the fastest woman in the world. Kelly O’Hara is an Olympic gold medal winning Soccer player. She grew up as a soccer prodigy and played every minute over every match her team played in the 2012 Olympics.
Informal modeling also took place at the event. Models posed in Under Armour athletic gear as press and fashion fans snapped photos from their cameras and smart phones. The clothes were colorful and definitely looked good on the models. Please click on link to view more images from the Under Armour "I will what I want" women's campaign launch.