Our athletes and influencers told us they wanted to receive greater recognition for their athletic achievements. We also heard that female athletes were tired of hearing more commentary about their looks than their athletic performance.

We wanted the campaign to be simple, powerful and relatable. It was important that the consumer understood the message and CTA quickly to capture their attention and inspire them to join the movement.

The final creative, #IMPRETTY, is about twisting the clichéd compliment "You're So Pretty" into a statement about how much more than simply "pretty" women are. Yes, women are pretty - pretty tough, pretty smart, pretty groundbreaking. The campaign message was about judging women not by their looks, but by what they've done.

We brought the campaign to life across social media, content, seeding and in-store activations, sparking a movement and conversation that challenged the idea of "just a pretty face."

The fully integrated campaign launched March 7 with a powerful text-based video across all Under Armour Women’s social channels. The video put a stake in the ground that women are more than just a pretty face. We continued to drive conversation through compelling content across social, email and the UA.com/ImPretty landing page.

Starting March 13, we sparked a movement. First, we seeded postcards, pins and tanks to athletes and ambassadors to make their #ImPretty statement on social. Second, we empowered consumers to join the conversation through a mobile-friendly meme generator to create their own “I’m Pretty ______” statement. Lastly, we created an I’m Pretty graphic tank allowing consumers to write in their word.

We surprised and delighted consumers at flagship Brand House doors giving consumers an “I’m Pretty ______” postercard and pin with purchase of women’s product. The postercard invited consumers to join the conversation by creating their own statement.

- 410k visits to I’m Pretty content on UA.com

- 20k+ memes generated

- 36M in owned + earned reach

- 35k new followers across channels since launch

- Most engaged link on UA.com in Women’s throughout launch

- 2.5K I’m Pretty statements shared (public accounts)

- 200k+ engagements on owned and paid content

- 520+ micro-influencers and influencers engaged (1k-100k)