Facebook. Twitter. Snapchat. Instagram. Today, there are so many different channels companies can use to create social media campaigns. Almost every major fashion company manages multiple social media accounts to reach buyers. So how does this relate to multiculturalism? Well, as previously mentioned in many posts, the fashion industry does not have the best track record when it comes to diversity and inclusivity. However, athletic wear company, Under Armour, is changing the standards. The company named African American ballerina Misty Copeland as brand ambassador in 2014 and as the face of their "I WILL WHAT I WANT" campaign. This post will focus on the importance of Copeland's background and why Youtube is the perfect platform.
Under Armour has stated that they think of themselves as an underdog company compared to Nike and Adidas. They pride themselves on a "blue-collar work ethic" and pick athletes that have overcome adversities to be where they are. Adrienne Lofton, Under Armour's vice president of global brand marketing, told Fast Company, "We're an underdog brand. We work with athletes who most people wouldn't or didn't draft in the first round, or who they wouldn't traditionally give a prima ballerina title to."
Copeland has faced issues in regards to class and race in the struggle to become a professional ballerina. To get a better understanding, in Under Armour's Youtube advertisement featuring Copeland, she reads a rejection letter pointing harsh criticisms.
Under Armour has stated that they think of themselves as an underdog company compared to Nike and Adidas. They pride themselves on a "blue-collar work ethic" and pick athletes that have overcome adversities to be where they are. Adrienne Lofton, Under Armour's vice president of global brand marketing, told Fast Company, "We're an underdog brand. We work with athletes who most people wouldn't or didn't draft in the first round, or who they wouldn't traditionally give a prima ballerina title to."
Copeland has faced issues in regards to class and race in the struggle to become a professional ballerina. To get a better understanding, in Under Armour's Youtube advertisement featuring Copeland, she reads a rejection letter pointing harsh criticisms.
Copeland is from Kansas City, Missouri. She grew up in a motel with her mother and siblings. She first started taking ballet lessons at the Boys & Girls Club when she was 13-years-old. Copland learned quickly and was on pointe within 3 months. TIME author, Eliana Dockterman writes, "...her body type—larger breasts, bigger feet and, as you can see in the commercial, extremely muscular legs—kept her out of many prestigious dance programs." However, at the age of 15 she was awarded a full ride to San Fransisco Ballet's intensive program. But her body type was not the only thing she was criticized for. Copeland says she was not cast in certain roles because they did not want brown skin on the stage. This discrimination only made her work harder. In June of this year she was the first African American principal dancer in ABT and has since continued on the Broadway.
Under Armour did a great job in utilizing Youtube as its social media platform because it is able to showcase Copeland's talents. The videos highlight her work ethic by showcasing her toned muscles and perfected technique. Watching the videos is an experience and allows viewers to witness Copeland's blue-collar work ethic firsthand. Below is another video called "Rule Yourself."
Under Armour did a great job in utilizing Youtube as its social media platform because it is able to showcase Copeland's talents. The videos highlight her work ethic by showcasing her toned muscles and perfected technique. Watching the videos is an experience and allows viewers to witness Copeland's blue-collar work ethic firsthand. Below is another video called "Rule Yourself."
"Peering" into the Future
Since Copeland's campaign took off, Under Armour has seen a huge rise in sales. Athletic wear is a huge industry and more fashion retailers should take note of Under Armour's inclusive campaign. More people of different class and color should be included in campaigns, not just Hollywood elites.
Social media is a great way to target and reach the masses. Followers can interact with and watch campaigns. It is time we start relating to everyone and start seeing better representations.