Under Armour’s latest global campaign is here and it will surely set your heart on fire. The campaign entitled “Unlike Any” taps spoken word artists to create poetry that honours revolutionary female athletes whose achievements are often overlooked and undervalued in comparison to male athletes.
Bringing the spotlight to six amazing athletes, the campaign starred American Ballet Theatre® principal ballerina Misty Copeland, long distance runner and Harlem Run Crew founder Alison Désir, world champion sprinter Natasha Hastings, and two new friends of the brand; professional stuntwoman Jessie Graff, and Chinese taekwondo champion and actress Zoe Zhang (Lanxin Zhang). A campaign film featuring world champion alpine skier Lindsey Vonn will soon follow in Fall 2017.
The eye-opening campaign, created in partnership with creative agency Droga5, paid homage to the movements that have driven the athletes’ incredible achievements through a 360-degree rotations of their athleticism from all angles. Each story takes form in a set of tributes – poetry crafted specifically to highlight 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. Hastings’ explosive sprints, Graff’s
gravity-defying aerial cartwheel, Désir’s unwavering 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.
“I believe in the power of inner strength and how it can push you to accomplish the
seemingly impossible. This campaign is a celebration of the inner strength that lives in
every single person. It’s 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.
The artists who created the spoken word poetry for this campaign are:
• Saul Williams – an American rapper, singer-songwriter, actor and poet known for
his distinct fusion of poetry and alternative hip hop. The New York native—and
longstanding patron of ballet—brought innate insight to Misty Copeland’s story,
highlighting the systemic social structures she overcame to become the first
African American principal ballerina and, in the process, shape the future of ballet
itself.
• Aja Monet – an American contemporary poet, writer and activist of Cuban-
Jamaican descent. Her work has been internationally recognized, and her most
lauded poem, “My Mother Was a Freedom Fighter,” recently headlined at the
Women’s March on Washington. As someone who also uses her craft as a
platform for social activism, she was a worthy voice to bring Alison Désir’s story
to life.
• Kojey Radical – a London-based musician, rapper and spoken-word poet.
Widely recognized for his sharp, deft lyrics and energetic performance style, his
work possesses a rhythmic quality perfectly suited to capture and elevate Jessie
Graff’s acrobatic abilities.
• Dominique Christina – an award-winning American poet, author and political
activist. She holds five National Poetry Slam Champion titles and is the only
contestant to have won two Women of the World Championship titles. Her
striking poem for Natasha Hastings puts us inside of the accomplished sprinter’s
mind, revealing an inner struggle and subsequent conquering of self-doubt.
• Aristophanes 貍貓 – also known as Pan Wei Ju, a bilingual Taiwanese rapper who was recently featured on a collaboration with Grimes. She was uniquely
suited to craft lyrics that speak to the story of Chinese actress Zoe Zhang, who
fought her way into the spotlight with her unequaled taekwondo abilities.
“We’ve built the women’s category at Under Armour on a foundation of innovative
products and storytelling that champions her athletic performance. 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,” said Pam Catlett, SVP & General Manager of Women’s,
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,” 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 thoughtprovoking 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.”
To experience the full campaign and shop the Fall / Winter 2017 Women’s collection,
visit underarmour.com.my and Under Armour Southeast Asia Youtube Channel.
To follow the Unlike Any campaign story and to learn more about Under Armour Women’s, visit their website, Facebook and join the conversation on Twitter @UAWomen and on Instagram @UnderArmourWomen, with #UnlikeAny.
Under Armour Unlike Any looks will be available in all Under Armour Malaysia stores and online at underarmour.com.my starting September 2017.
Read also: Grit And Glory At The Finals Of Under Armour Test Of Will 2017
