Under Armour Showcases US Women’s Gymnastics

Yes, I love that Under Armour focused on the strength and dedication of Team USA Women’s Gymnastics in the latest spot for their “Rule Yourself” campaign, but what I love even more is the brand’s statement about it.

“As a company built by athletes, we truly understand an athlete’s never-ending quest to reach greatness, and we want to showcase and honor their sacrifices,” said Under Armour svp of global brand marketing Adrienne Lofton in a statement to AdWeek.  “By providing this peek behind the curtain of our athletes’ lives, we hope to inspire young athletes all over the world to push beyond their perceived limitations in order to achieve their ultimate goals. We truly believe it’s what athletes do in the dark, when no one is watching, that ultimately puts them in the spotlight they deserve.” 

Notice that not once did they mention “female” or “women”-just athletes, showing that the passion and dedication of these professionals transcends gender. Bravo.

In case you missed it, here’s the spot:

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