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Like the women who Under Armour hopes to target, she’s not an on-field, on-court athlete, but still has a strong body.
The company kicked off with a feel-good ad featuring a ballerina that went viral and racked up 4 million views in just one week.
The spot begins with a voiceover of a rejection letter: “You have the wrong body for ballet.” Ballerina Misty Copeland defiantly leaps in the air, ending with the Under Armour tag: “I will what I want.” “I think every woman has her version of that rejection letter,” says Copeland.
(Wilson has since stepped down.) Just after Wilson shamed women’s bodies, Under Armour is bolstering women’s self-image.
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