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Under Armour, the Baltimore-based fitness apparel brand that built its business in menswear, is now pursuing women with the ferocity of an AM SoulCycle session. As previously reported, the brand's operating under a new "womanifesto," hoping that sales of its burgeoning women's line will "equal or surpass our men's business in the future."
To help bolster its rep among the ladies, the brand has signed world's highest-paid model and noted fitness aficionado, Gisele, for a major fall campaign. Above, a teaser.
· Under Armour X Gisele Bündchen, Coming Sept. 4, 2014 [YouTube]
· Under Armour Realizes Women Exercise, Spend Money [Racked]