Written on May 2, 2012 at 12:07 pm , by Jenna Autuori
If you’ve heard the buzz on Under Armour for women, it must not only be about their spot-on designs and gotta-have it apparel lately (seriously, how much do you love their cute capris and colorful headbands? I do!)—but you’ve also maybe heard the chatter about their search for the next best female athletes (a la American Idol but fitness queen style). With their innovative “What’s Beautiful” Challenge, Under Armour will take their mission a step further than helping you look good while you work out—they’re casting a call for everyday women to be the new face of their brand. Could that be you?
This campaign shows us that women should embrace the beauty of a strong body, a physically fit mind and a hardcore attitude—redefining strength and tenacity for the ladies. So Under Armour is asking you to pledge a goal, put in the training, and see you make it happen. Maybe you want to run your first half-marathon by summer, participate in a triathlon or maybe tackle a Spartan race, or simply accomplish 50 push-ups without stopping or lose the baby weight by running a 5K every week. Whatever your goal may be, put it in writing and get it done!
Today more than ever, women are becoming the face of what it means to be strong and fit. Women have shown their drive and determination to take on not only new challenges but obstacles too. Shalane Flanagan ran her first marathon a little over a year ago and this summer she will take on the best in the world to go for the gold. The fighting underdog, Lolo Jones, whose first attempt in the Summer Games ended with a simple error, has practiced intensely for the past four years for the 7 seconds it should take her to win in London. Our favorite role models, like Shalane and Lolo, may be at the top of the leader boards, but their commitment to rise to the top is something we all can look up to and learn from. And we don’t have to compete in the Olympics to do so….
Before summer hits, go for your gold and challenge yourself to be the best athlete you can be. The momentum is going strong right now—May is National Physical Fitness & Sports month and in a few weeks we’ll be celebrating the 40th anniversary of Title IX, which gave women the right to play sports (in 1972 only 300,000 girls played sports, but today that number has reached over 3 million!)—and Under Armour is here to capture it all.
Join the “What’s Beautiful” Challenge HERE: Document your goal on the website and use the friendly competition of the others online to push you to be your absolute best—you’ll be nicely rewarded if you win! During the nine weeks of competition, you’ll be asked to upload videos, photos and motivating words to the digital platform. The three women chosen who push themselves the hardest and furthest will be sponsored by Under Amour for a year and be their face of What’s Beautiful. Is that girl you? (Women all across America have uploaded videos and pledges already, so take a sneak peak at the ladies who’re you’re going up against and now show them what you’re made of!)
Check out below this empowering commercial from the athletes at Under Armour and you may get goosebumps from the utter coolness that you see. As a woman, I love nothing more than a strong body and a tough girl that wants to be her absolute best in the gym or on the playing field. I grew up playing sports—karate, cross-country and lacrosse were my passions. And this video reminds me that I can still be my best today too. Under Armour athlete and instructor, Natalie Uhling (the girl doing those crazy sit-ups on the pull-up bar) says this about the campaign: “It makes you want to push past your personal boundaries and let the world know that yes, women are powerful.” I’m a regular in Natalie’s classes all around New York City and she always reminds me that achieving our goals is all about hard work—”There are no short cuts.” That message is one I try to live by everyday and so can you.