Under Armour (UA) is launching a new global marketing campaign for its women's division entitled “Unlike Any,” in which it celebrates female athletes for their unprecedented sporting achievements, regardless of gender comparisons. The campaign has been created in partnership with Droga 5, the advertising network headquartered in New York City. The brand said it noticed that each time a female athlete wins, its performance is typically compared with that of a man, and the new campaign is meant to honor women as just athletes, not female athletes. For Unlike Any, the brand has chosen five of its talented athletes, two of whom are new to the brand's roster, including Alison Désir, Natasha Hastings, Jessie Graff and Zoe Zhang, plus Misty Copeland, the principal ballerina of the American Ballet Theatre. Lindsey Vonn will be featured in an additional Unlike Any film that will debut in autumn. In order to tell the stories of these athletes, the brand has turned to poets, who have been asked to create dedicated spoken word poetry. Poetry has been crafted for each athlete so as to honor their respective abilities. The contributing artists include Saul Williams, Aja Monet, Kojey Radical, Dominique Cristina and Aristophanes, also known as Pan Wei Ju. The campaign will feature around 200 pieces of content across UA's digital and social platforms as well as media and digital partners such as Facebook, YouTube, Snapchat, Pinterest and others.

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