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Under Armour launches campaign for women

Sportswear retailer Under Armour has launched a regional extension of its global women’s campaign, ‘Women of Will’ which was launched in March this year.

Dedicated to celebrating the many women who use fitness and exercise to lead a healthy lifestyle, the campaign in Southeast Asia aims to raise awareness for breast health in the month of October through Under Armour’s Power in Pink apparel series. The campaign will culminate in a ‘Women of Will’ event held at the end of the month in Singapore.

This event will include a mass workout sessions of yoga, pilates, outdoor cycling and bootcamps with established gyms at the new Capitol Piazza.

Inspired by Under Armour’s iconic “I Will What I Want” mantra for women, the campaign highlights the brand’s commitment to empower female athletes through its high-performance products designed specifically for women.

Also as part of the campaign, Under Armour will be showing its support for breast health through its local Power in Pink initiative, where 10% of sales proceeds from the Power in Pink apparel series will be donated to champion the Singapore Breast Cancer Foundation’s cause to raise awareness on breast health.

“The ‘Women of Will’ campaign celebrates women of strength, perseverance and determination, not only in athleticism but in how they lead their lives daily. Under Armour is dedicated to women’s health and fitness through constant innovation of our products and through concrete action in supporting the community through initiatives such as this campaign,” Michael Binger, CEO and co-founder of Triple, the exclusive distributor of Under Armour in Southeast Asia, said.

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