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 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.