Under Armour Women has signed American Ballet Theatre soloist Misty Copeland to its roster of athletic talent.
The multi-year partnership is a perfect fit for both brand and athlete, as the formerly macho Baltimore brand continues to build their women’s audience. Copeland is no stranger to being a trailblazer, as she became the first African-American female soloist in twenty years at the American Ballet Theatre and has since been a driving force in promoting diversity at the company.
“Misty Copeland is a game changer. Just as Under Armour is changing our consumer’s expectations around performance gear by infusing it with style and design, Misty is changing the world’s view of what it means to be a world-class ballerina. She brings a modern athleticism to a very traditional art form and pushes the boundaries of the status quo definition of the word ‘athlete.'” says Leanne Fremar, SVP and Executive Creative Director at Under Armour.
Stay tuned to see what Misty and UA Women have planned for 2014.