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Multi-Million Dollar Under Armour Campaign Targeting Women

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Misty Copeland
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Meghan McCorkell joined the Eyewitness News team in July 2011 as a...
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BALTIMORE (WJZ) — Baltimore’s own Under Armour launches a $15 million campaign to win over women. It’s all part of CEO Kevin Plank’s plan to expand the multi-billion dollar business.

Meghan McCorkell has more on the new strategy.

That new campaign started this week. It’s a series of commercials all featuring female athletes.

Dancing across the stage, Misty Copeland becomes the newest face of Under Armour. Copeland is just the second black soloist in the history of the American Ballet Theatre.

Her commercial is part of a new $15 million marketing campaign from Under Armour targeting women.

“I think her story, her will, her determination speaks to the average woman,” said Chris Daley, Maroon P.R.

Daley says it’s no surprise the Baltimore-based company, traditionally known for its menswear, is setting its sights on the female consumer.

“The women’s apparel market is really important to them because they see so much potential, especially with that 18 to 34-year-old demographic,” said Daley.

In 2013, Under Armour did $1 billion in sales of men’s apparel. Their women’s lines netted $500 million.

Under Armour officials say they hope to double that number in women’s sales by 2016. Their focus is clothes that can be worn both in and out of the gym.

“I just went in there right now and I noticed they’re having these new stylish coats and everything. And these pants. They’re cute,” said Jessica Ranjbar.

Women WJZ spoke with say they like the product and they like supporting a hometown company.

“I think it’s good for putting Maryland on the map,” said Jessica Kisamore.

“I only started buying Under Armour when I moved here. I never did before that,” said Belinda Ruzindana.

Now the company hopes this campaign has them dancing to the top.

Under Armour also plans to launch a new iPhone app to help women track their fitness activities.

Future Under Armour commercials will feature skier Lindsay Vonn and soccer star Kelley O’Hara.

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