Ballet dancer Misty Copeland, skier Lindsey Vonn, surfer Brianna Cope and other Under Armour athlete endorsers show off the Armour Mid Crossback sports bra in the brand's newest women's campaign.
Under Armour launched the Find Strength in Support campaign today, describing the crossback sports bra as a "crossover strap design that delivers support in all the right places, so that you can finish just as strong as you started."
"At Under Armour, we know that behind every independent, strong woman usually lies a solid support system that has helped her get to where she is today," the company says.
Other athletes in the campaign include yoga trainers Liz Arch and Kathryn Budig and fitness guru Natalie Uhling.
In the campaign imagery, words of encouragement are written across the women's backs.
The brand launched a social media campaign as well to go with the new ads.
Starting Aug. 1, women are asked to post photos of themselves and their supporters, using hashtag #StrengthinSupport and tagging @UAWomen on Twitter or @UnderArmourWomen on Instagram.
That campaign will run for a month and offer daily bra prizes. A grand prize will go to one winner and two of her friends -- a trip to the brand's Locust Point headquarters, a private workout session, a makeover session and a shopping trip at the Under Armour Brand House.