'Power in Pink' campaign to honor breast cancer survivors
07 Apr '07
3 min read
“This is the first year that we are hosting a national search for inspirational women to share their stories of survival with the rest of the country,” said Steve Battista, Under Armour's Vice President of Brand. “We are looking forward to launching our 'Power in Pink' campaign this fall with our chosen breast cancer survivors to help shed light on the importance of incorporating physical activity as a critical component of a healthy lifestyle.”
This year over 211,240 new cases of invasive breast cancer are expected to be diagnosed among women in the United States. There are over 2 million breast cancer survivors alive in the U.S. today (Susan G. Komen Breast Cancer Foundation website). Research from the American Cancer Society has shown that vigorous athletic activity such as jogging and participating in team or individual sports significantly reduces the risk of developing breast cancer and if diagnosed, can make a significant impact on the recovery process.
The “Power in Pink” line includes a variety of technical tops, bottoms and accessories retailing from $10 to $60, all bearing the iconic pink breast cancer awareness ribbon. Under Armour has created custom pink versions of several women's items, all of which feature the company's signature moisture-wicking fabrication and superior Moisture Transport System to keep athletes cool, light and dry during the course of a game, practice or workout.
A new addition to the product assortment this year are some “Power in Pink” products in sizes for young girls so that females of all ages can show their support for the cause. Under Armour will donate a percentage of the proceeds from every “Power in Pink” item purchased in-store or online. Since its inception five years ago, Under Armour's donation amount has more than doubled each year through the continued growth in popularity of the “Power in Pink” line.
marketing@alchempro.com
