Misty Copeland Under Armour Ad: Ballerina Displays Muscle Power in Campaign Targeting Women Athletes [Video]
Defying the general public's idea of ballerinas to be delicate, Misty Copeland displays remarkable muscle power as she dances across the stage in the new advertisement of Under Armour.
According to Medical Daily, the sports apparel brand released the new ad that features the professional ballerina in an attempt to appeal more to the female market. In the video that has garnered more than 1.7 million views, the 31-year-old American Ballet theater dancer exhibits her mind-blowing athleticism with the camera focusing on her incredibly muscular legs.
She goes on performing ballet moves effortlessly as she leaps into the air and goes in pointe postures. In the background of the video is the voice of a young girl who reads a letter from a ballet school, rejecting her application, symbolizing the challenges and difficulties these female athletes must surpass.
Copeland stated that joining the popular brand for athletes felt natural for her since Under Armour has always shown its support for women who also join competitive sporting events.
She also mentioned her support for the brand for its products that sufficiently deliver innovative performance that give her and other users the edge in training. The ballerina finally added that the brand would be a great partner that would help her inspire women who are in the process of pursuing their goals.
A website has also been put up, encouraging women to come together and support one another in their cause. Other female athletes are also featured in the brand's promotional advertisements.
The video begins by focusing on the ballerina's muscular physique with the 14-year-old Raiya Goodman reading the said rejection letter from the ballet school. It then proceeds to a magical and inspiring dance performance by the featured ballerina.
Since the partnership between Copeland and CEO Kevin Plank started, the consumer base of the brand has significantly increased with a 30 percent growth just in this year's second quarter.
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