Under Armour (UA), the brand known for performance apparel, footwear, and accessories is now sending a resounding, empowering message to women athletes.

The campaign, "What’s Beautiful," is hosted on a microsite, whatsbeautiful.ua.com, and a mobile app. It charges women to redefine themselves by turning fitness goals into a competitive, inspiring sport. It also revolutionizes the concept of beauty by making it an actionable term and providing a digital community where like-minded women can compete. The microsite facilitates accountability in the form of videos, photos, and diaries posted by each participant. The prize? Under Armour will reward the top three women who pushed themselves the hardest in attaining or exceeding their personal fitness goals during the 9-week competition with a one-year sponsorship deal. The remaining 7 finalists will earn coverage on the Under Armour Women’s Ambassador Team, $1,000 worth of UA gear, and serve as a UA product advisory panel.

This campaign signifies the message that brands have been missing for years: women are more than the people they care for. While marketing messages traditionally define women by what they do, Under Armour gets it right by tapping into what women really want in their audience segment: the opportunity to tear down barriers. Unlike traditional messages, this no-nonsense approach communicates that female athletes are just as bold, mentally harnessed, and physically agile as men. The goals are self-defined so there are no presumptions about what sports are categorically ‘female.’ Adrienne Lofton Shaw, Senior Director of Women’s Marketing, puts it this way, “Women should be the ones to tell society what it means to be a female athlete and beautiful.”

Under Armour guides the user experience by offering 19 personalized goals, providing motivational messages from guest trainers, showcasing the growing tribe of  “goal-getters” on their site and holding fitness gear giveaways.