Sports apparel maker Under Armour is launching its third "What’s Beautiful" online fitness competition for women, the company said Wednesday.
Women compete by setting fitness goals and chronicling the journey in an online forum. Under Armour will select the three most inspirational women, who will win all-expenses-paid fitness retreats to Costa Rica.
The competition will be hosted through a mobile app and a microsite where women can share videos, photos and diary entries and view content featuring Under Armour athletes and professional trainers.
Over the past two years, the competition has evolved into a community of women who continue to upload content showcasing "strength, drive and tenacity," said Leanne Fremar, Under Armour’s executive creative director. "The next generation of 'What’s Beautiful' will give more women the chance to redefine and celebrate what it means to be a female athlete and beautiful."
During the competition, Under Armour will put out training challenges, offer giveaways of products from its Run, Train and Studio collections and run “pop-up” workout events around the country.
Ten finalists will be nominated after eight weeks. The company will choose two winners. A public vote will select the third.