Under Armour challenges female jocks to "take it back"

04/23/2012 | MediaPost Communications

Under Armour's new campaign via social media channels aims to redefine female athleticism by letting the women themselves articulate their own goals and definitions of beauty. Marketing on the company's "What's beautiful" site, as well as social networks such as BlogHer, Daily Candy and Stack, uses ads with the voice-over saying, "We're taking it back, from the marketers who want us to look Photoshopped, from the jocks who want us topless, from the people who think we should be happy just the way we are."

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