Celebrate the Many Women Empowered through Fitness and Exercise in the Fight Against Breast Cancer; Tell Your Story and Become the New Face of the Brand
Press Release** Baltimore, MD (May 17, 2010) – Under Armour, Inc. (NYSE: UA), the leader in performance apparel, footwear and accessories introduces its fourth annual Survivor Search in the United States to help raise awareness of the importance of leading a physically active life in the fight against breast cancer. To honor, inspire and support women fighting breast cancer, Under Armour is encouraging survivors and women currently living with breast cancer to share their stories of strength and survival at www.underarmour.com/powerinpink.
Under Armour will select three stories of courage and hope from women who will become the new faces of the “Power in Pink” brand campaign, and continue to empower and raise awareness of the important link between physical activity and breast cancer. As part of the national campaign, the selected winners will receive an all-expense paid trip to Under Armour headquarters in Baltimore, MD where they will be part of a photo shoot among other key campaign activities, and awarded $5,000 to her charity of choice. Entries will be accepted now through July 15, 2010 and the survivors will be announced mid-August.
In addition, for the first time since the initial launch of the campaign, consumers will have the opportunity to play a part in the selection of a fourth survivor – a “fan favorite” to be voted on by site visitors. The role of the fourth survivor will be to serve as the “Power in Pink” ambassador and help spearhead online efforts to drive additional awareness for the campaign and overall fight against breast cancer, including having a presence on the program Facebook Fan Page: www.facebook.com/powerinpink.
“We are proud to join our consumers in the collaborative fight against breast cancer and provide a platform for women to share their stories of inspiration while educating others in the process,” said Adrienne Lofton, Senior Director of Women’s Marketing. “As a brand, Under Armour continues to both support and empower women and the ‘Power in Pink’ campaign is another vehicle that allows us to do just that with our extended female community.”
In 2003, Under Armour created the “Power in Pink” campaign to help educate female athletes about the importance physical activity can play in helping to overcome breast cancer. Throughout the months of September and October, consumers will be able to purchase pink ribbon-imprinted styles at Under Armour specialty stores, online and select retail locations nationwide, while supplies last. Visitors to the site will be able to read the stories of the survivors and learn about their resolve to overcome breast cancer. In addition, the site will feature links to key educational resources.
The “Power in Pink” line includes a variety of technical tops, bottoms, accessories and footwear for women and a selection of men’s technical apparel, all bearing the iconic pink breast cancer awareness ribbon. The “Power in Pink” collection continues to expand and will now include a variety of items from the mountain/outdoor line.
For every “Power in Pink” item purchased in-store or online, Under Armour will donate ten percent of the proceeds to a number of organizations dedicated to the fight against breast cancer. Since the inception of “Power in Pink” seven years ago, Under Armour’s annual donation has more than doubled each year thanks to the continued growth in popularity of the special collection of apparel, accessories and footwear.
