Under Armour Exercises Poetic License in Unlike Any

Under Armour and five spoken word artistes honour female athletes whose achievements are often minimised through gender comparisons.

Under Armour has rolled out Unlike Any, a global marketing campaign featuring collaborations with spoken word artistes. The push honours the unprecedented achievements of female athletes, who rise above gender comparisons and stand on their own as marvels of athletic prowess.

The line-up stars six to include American Ballet Theatre principal ballerina, Misty Copeland; long distance runner and Harlem Run Crew founder, Alison Désir; world champion sprinter, Natasha Hastings; professional stuntwoman, Jessie Graff; and taekwondo champion, Zoe Zhang.

World champion alpine skier, Lindsey Vonn, will present in an autumn spot. Developed with creative shop, Droga5, the shorts were directed by Georgia Hudson of Agile Films, who captured 360-degree rotations of marked athleticism, paying homage to movements showcasing achievement.

Each story will take form through a set of tributes. The special features entail poetry, which was written specifically for each of the six women at the peak of their performance, by spoken word artistes inspired to craft a lyrical work in recognition of each athlete’s remarkable story and ability.

The authors of said poetry include American rapper and singer-songwriter, Saul Williams; Cuban contemporary poet and writer, Aja Monet; London-based musician and poet, Kojey Radical; American writer and political activist, Dominique Christina; and Taiwanese rapper, Aristophanes.

“Our approach was to create these unexpected films to honour our athletes with poems from some of the most thought-provoking artistes in the world. We aim to inspire women everywhere to continue making history,” said Adrienne Lofton, SVP Global Brand Management of Under Armour.