Under Armour lance une campagne dédiée aux femmes

Under Armour passe des footballeurs musclés à la ballerine gracieuse de manière créative.

Habituellement, Under Armour met l’accent sur les produits de sport destinés aux hommes mais jeudi, la marque a annoncé la mise en place de la plus grande campagne de publicité destinée aux femmes.

La première publicité (voir ci-dessus) met en lumière la ballerine Misty Copeland qui sera le visage de cette campagne au slogan évocateur « I Will What I Want ». Peu connue, le choix d’Under Armour de mettre en avant cette athlète est totalement assumé.

Dans cette première vidéo qui met l’émotion au premier plan, on voit l’échauffement de Misty Copeland accompagné d’une voix off de fillette lisant les nombreuses lettres de refus reçues par la ballerine au fil des années dues à son âge ou à sa morphologie non conforme à celle d’une danseuse professionnelle. Plus la vidéo avance, plus on se rend compte que malgré les refus et grâce à sa persévérance, Misty Copeland excelle dans sa discipline et est devenue soliste pour l’American Ballet Theatre, la consécration pour une ballerine.

Under Armour souhaite démontrer que la persévérance est le meilleur allié de l’athlète, quelle que soit sa discipline. Under Armour veut être LA marque accompagnant l’évolution des athlètes quels qu’ils soient. Les femmes doivent avoir droit au même équipement que les hommes, des produits aussi performants.

D’autres sportives de renom participent à cette campagne, la skieuse Lindsey Vonn, la joueuse de tennis Sloane Stephens et la footballeuse star aux Etats-Unis, Kelley O’Hara. La campagne, destinée aux Américains, est déclinée sur 3 supports, la télévision, le print et le digital.



Il est question ici de communication de marque, Under Armour souhaite créer de la préférence de marque, les produits ne sont pas mis en avant (la danseuse les porte bien entendu dans la publicité). L’émotion et la beauté de la discipline montre également l’aspect technique et les caractéristiques athlétiques indispensables qui se cachent derrière autant de grâce lors des spectacles de ballet. Under Armour utilise habillement la danse classique pour sa communication, discipline qui n’est pas toujours considérée comme un sport par le grand public alors que la rigueur et l’entrainement sont les maîtres-mots de la réussite pour les ballerines.


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