Under Armour has been running the Power in Pink campaign for a few years now to help tell personal stories from those who survived Breast Cancer. I always enjoy when a brand gives back to the community and helps generate awareness around issues that affect so many lives. However, I really wish that Under Armour had taken this campaign a bit further.
The Power in Pink campaign encourages breast cancer to share their stories and 3 women will be selected for a photo shoot and feature in the future. However, the only stories site visitors see are those of last years 3 winners. Considering that so many people are affected by Breast Cancer and that Under Armour has invested in this initiative for a few years now, I would have hoped they would share all of the stories with us.
Under Armour is a brand that has exploded on the scene during recent years and has convinced many athletes to embrace their sports gear technology. I admit, I have abandoned Nike, Adidas and all other brands when it comes to my softball gear (I just need them to start making gloves and bats). In fact, my cleats (I purchased myself) came in the mail yesterday (I ordered 2-4 day delivery but they got here is 6 because DHL sucks as much as FedEx and UPS).
The Power in Pink campaign is a great platform for Under Armour to utilize Social Media, but so far they have not considered it. This is a great place for a Social Network or a blog. Let users vote on who should be this years "Power in Pink Faces." Make the Power in Pink logo a badge so that others can show support.
Hopefully, Under Armour will look into Social Media for the 2008 campaign, but in the meantime, I will be documenting the durability of their cleats on this blog throughout the summer. After ever game I play (about 30) I will take a photo of the new cleats and let you know how they are holding up.
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