What do Misty Copeland, Kelley O’Hara, Brianna Cope and Lindsey Vonn have in common? Well, aside from being world-class athletes and general badasses, they’re also the stars of Under Armour’s new sports bra campaign. The athletic-wear giant just launched a series of ads featuring the principal ballerina, U.S. Women’s World Cup team defender, surfer and alpine skier in their latest line, The Armour Bra Collection. The ads juxtapose faint words of fear and insecurity with bold statements of strength.
The collection comes in three categories: one for low-impact activities like yoga and balance training, one for mid-impact workouts like weight training and cycling and one for high-impact aerobic exercises like running and rigorous team sports.
Ranging in size from 32A to 38DD, the bras run from $25 to $55. The high-impact version features gel-lined straps, a mesh back panel and hook-and-eye back closure, similar to a regular bra.
Promising a “sleek, second-skin compression fit for relentless, locked-in support,” the line is built for stretch and comfort, with Under Armour’s signature fabrics helping wick away sweat while keeping everything in place.
According to Racked, the brand’s senior VP of brand marketing, Adrienne Lofton, called the ads the “second chapter” to the brand’s “I Will What I Want” series, the first installment of which featured Misty Copeland and Gisele Bündchen. As Lofton told Women’s Wear Daily, “Sports bra campaigns can be pretty vanilla, but this will be about crushing your workout and your life.”
What do you think of the new line? Share in the comment section below.