Under Armour Aims to Appeal to Women With Inclusion of Ballet as Sport in New Ad Campaign

[Stephan Bobb]

Under Armour Aims to Appeal to Women With Inclusion of Ballet as Sport in New Ad Campaign

Zain MeghjiAugust 1, 2014 2:23 PMTrending Now

A new ad from Under Armour might change your mind about ballet being a sport.

The spot features a strong and sinewy 31-year-old Misty Copeland, the third African American female soloist ever to perform with the American Ballet Theatre, in an intense solo routine. She ditches the tutu and leotard for a sleek athletic ensemble, one of the styles the typically masculine brand wants to start selling to women. 

In the video, we hear her reading a rejection letter telling a 13-year-old girl that she wasn't accepted into a ballet academy because she was too old and had the wrong kind of body. 

Misty herself only started ballet at the age of 13 and later rose to national prominence. 

The ad ends with Copeland smiling directly into the camera. The screen goes to black, with the caption, "I will what I want."

Critics say that brands have used various empowerment angles when selling products to women, but that this new Under Armour ad strikes a different chord.

"It doesn't feel forced and manipulated and the same old 'we can do it, gals' sort of thing, and it's not like another Dove commercial promising you confidence," says advertising columnist Barbara Lippert.

The other women featured in the Under Armour campaign are pretty cool, too: skier Lindsey Vonn, tennis player Sloane Stephens, and soccer player Kelley O'Hara.

Does this ad inspire you? What does it make you want to get up and do right now?

Let us know in the comments below.