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Under Armour, a sporting goods company that has traditionally been more successful selling to men, has launched a multifaceted fall campaign in what the brand is calling its biggest female-focused initiative yet. It’s running static and rich-media ads on Facebook, Twitter, Hulu, MTV.com and women’s lifestyle site Fitsugar.com. The video portion of the ad buys will utilize 15- and 30-second spots that depict females in sometimes grueling training activities.
The campaign’s tagline entails language of a decidedly self-determined essence: “No Matter What, Sweat Every Day.