Under Armour hopes to reach young girls who play sports through a partnership announced Wednesday with a Los Angeles-based photographer.
Christin Rose photographs girls in sport as part of her "She Plays We Win" project, which she launched to tell stories of young girls building confidence through sports.
The Baltimore-based sports brand is selling a limited edition line of apparel and accessories on its website, including T-shirts, shorts, socks, leggings and hats. There are T-shirt slogans such as "Queen of the Court," "I Never Miss A Beat" and "Girls Run the World."
"Under Armour understands the power of sport, particularly among youth, and we are committed to ensuring that girls around the world know that the Under Armour brand supports them in their athletic journey," Attica Jaques, Under Armour's vice president of brand marketing, said in the announcement.
Rose's photography will be used in Under Armour's seasonal photo shoots, on its website and across digital media channels. Young athletes' stories will be highlighted on social media through #ShePlaysWeWin on Instagram at @underarmournext.
lorraine.mirabella@baltsun.com