Under Armour is launching #ImPretty, a digital marketing campaign focusing on the impact of women through their careers and craft.
An online campaign video was designed to challenge the idea of "just a pretty face," Under Armour says.
"Judging someone solely by how she looks is pretty unfair," the video posted to Instagram says. "You're more than a pretty face. You're also pretty strong, smart, tough, bold, fierce."
The video drew comments on the @UnderArmourwomen Instagram account such as "I love this! It's so inspiring" and "Love it and therefore shared it! Great campaign!"
But it also drew criticism for what several people posting on the site viewed as its similarity to the Santa Monica-based Too Pretty Brand of women's t-shirts, leggings and other apparel. According to its website, Too Pretty was started by a woman boxer who said she was often told she was too pretty to participate in the male-dominated sport.
Officials of Too Pretty could not be reached immediately for comment on those reactions.
UPDATE: On Wednesday, Too Pretty Brand founder Cary Williams issued a statement, emailed to customers, saying she feels "Pretty Unhappy."
"We were surprised to see Under Armour run a campaign so confusingly similar to ours, especially because UA and the campaign purports to support women," Williams said in the statement.
But, she added, Under Armour has contacted her and "we are in discussions about a licensing arrangement so hopefully all ends well."
Under Armour's vice president of brand management said the campaign aims to "celebrate and inspire the strong female spirit."
"We want women to know Under Armour is proud of your achievements, whether it’s in the gym, on the field, at work, or in any other part of your life," said Attica Jaques, the vice president.
Besides the video, Under Armour has created a meme generator that allows users to create their own "I’m Pretty (fill in the blank)" image to share on social media channels such as Twitter and Instagram/Facebook.
Here's a link to the meme generator.
Under Armour also said it's selling a limited edition, #ImPretty graphic tank top, which is available online and in several Under Armour Brand House locations, including Baltimore, Boston, Chicago, New York and Glendale, Calif.
The stores also are giving away a limited edition pin with the purchase of any Under Armour Women product.