Under Armour Launches "What's Beautiful 3.0" Social Competition by Red Tettemer O'Connell + Partners for Under Armour

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Under Armour Launches "What's Beautiful 3.0" Social Competition

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Industry Apparel, Clothing & Footwear
Media Print, Magazine & Newspaper
Market United States
Agency Red Tettemer O'Connell + Partners
Executive Creative Director Steve O’Connell
Editor Vic Carreno
Released May 2013

Credits & Description

Sending through the latest work from Red Tettemer + Partners for Under Armour (UA), a leading sports performance apparel brand. The brand launched the third iteration of “What’s Beautiful,” its largest female-focused digital experience to date. Building upon the success of past challenges, “What’s Beautiful 3.0” drives women to meet and exceed fitness goals and empower one another through an online community. The competition will be hosted through a mobile app and microsite whatsbeautiful.ua.com.
Framed with the brand mantra I WILL™, “What’s Beautiful 3.0” will host exclusive content from UA athletes and high-profile trainers. Under Armour will also issue training challenges and offer gear giveaways to help keep women in the community motivated. And, for the first time since its inception, UA will be hosting several pop-up workout events around the country to rally the challenge’s most active participants together.
Ultimately, three winners will be named – two by Under Armour selection and one by public vote. They will all receive an all-expenses-paid fitness retreat to Costa Rica, which will feature fitness, surf and yoga experiences.
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O'Connell
ACD: Amanda Abrams, Steve Thompson
Editor: Vic Carreno
Tech Lead: Aaron Grando
Digital Account Team: Uri Weingarten, Catie Borzillo, Doug Keith, Sean Benz
Social: Annie Heckenberger, Ryan Olah