Under Armour and Zalando have joined forces for a new marketing campaign called “Shepwr” (pronounced “she power”). The brands will be accompanying a purely female influencer group, along with the Berlin-based musician Lary Poppins, on a three-day workout. The athletes will be demonstrating exercises on their social-media channels and providing their followers with tips on training, nutrition and equipment. “Shepwr” will be hosted on Zalando's website as well. The digital-marketing activities will be supplemented by TV spots and guerilla-marketing material.