Under Armour, the Baltimore-based performance apparel company, unveiled today the new women’s “Protect This House. I Will.” campaign. The online campaign, which consists of multiple :60 and :30 spots, will star a variety of the company’s top female athletes including long-time Under Armour fixture and Olympic Gold Medalist, Lindsey Vonn.
Adhering to its core values of authenticity and performance, Under Armour will showcase these world-class competitors during their grueling training sessions, while also examining what drives them to be the best.
Vonn’s latest video shows her participating in an intense workout where she performs drills as diverse as barbell squats, lunges, and yoga ball balancing, to keep her in that world champion ski condition.
“Our female consumers are loyal, dynamic, driven and active, and the evolution of the “Protect This House. I Will.” campaign demonstrates our passion to connect with our brand fans and create a vibrant community that they can truly call their own,” said Adrienne Lofton, Senior Director, Women’s Marketing, Under Armour. “We are looking forward to engaging our fans with a backstage pass to the Under Armour brand and becoming a destination for female athletes across all sports.”
Photo right: Vonn is commited to new Under Armour campaign – Courtesy: Under Armour
The “Protect This House. I Will” videos will debut today on Under Armour’s YouTube page, with banner ads across a variety of web sites, and multiple online networks including Alloy.com, CW.com, Hulu.com, and MTV.com. The new women’s campaign will be highlighted at retail and in print, online and out of home advertisements nationwide.