Back in December, I wrote a blog post about the amazing work from Under Armour with Misty Copeland in "I Will What I Want." Click here to give it a read.
To me, this piece of film was a work of art, a salute to incredible bravery and determination, and a rebranding of two brands...Misty Copeland and Under Armour. Well, maybe not a rebranding but an evolution of two brands.
You can take a look at the video here:
Last week when Misty Copeland was named the first African American principal dancer in American Ballet Theatre's 75-year history, Under Armour did a follow through for her with this simple little tweet:
Well after thousands of tweets, an SUV pulled up with a boat-load, or shall I say car-load, of flowers:
For tons of amazing social content for both brands:
Proving that follow through is a good branding technique. Well played, and congratulations to Misty Copeland. "I will what I want" indeed.
What's your experience? JIM.