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Under Armour couldn't sit idly by on Tuesday when Misty Copeland was named the first African-American principal dancer in American Ballet Theatre's 75-year history—not after the famous TV spot that helped burnish both dancer and brand.
The sports apparel brand organized a social congratulations campaign, beginning with this simple tweet:
Thousands of tweets later—including love notes from UA NFL star Eddie Lacy and Zappos—and the brand had an SUV full of flowers to deliver to Copeland, who was clearly thrilled by the gift.
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