Watch CBS News

Under Armour-Endorsed Misty Copeland Named Principal Dancer

BALTIMORE (WJZ)--A star is born and a Baltimore based company is in the perfect position to spin it into more sales.

Under Armour is savoring its endorsement deal with Misty Copeland as she is named Principal Dancer at the American Ballet Theatre.

Mary Bubala has more.

Call it a stroke of genius when Under Armour made a sponsorship deal with Misty Copeland last year--then a ballerina soloist --with the American Ballet Theatre.

Now, Under Armour is linked with history--as Copeland is named Principal Dancer, the first African American woman to ever hold the position.

"Their strategy of finding the right athlete that reinforces and represents their brand values and attributes is really what helps them be successful. It's authentic and we see that from her," said Shana Harris, COO Warschawski.

Misty was signed by Under Armour as it launched a $15 million campaign to win over women in 2014-- a coveted segment of the consumer market.

Misty Copeland's story should resonate with them.

"I had moments of doubting myself and wanting to quit because I didn't know there would be a future for an African American woman to make it to this level at the same time it made me so hungry," said Copeland.

"She is unique not only because she is the first African American woman to achieve this but also of her whole story and how she was told she didn't have the right body," Harris said. "She continued to push through. Goes very much in line with Under Armour's recent campaign of I will for women, meaning you can do what you want to do as long as you stay true to your goals."

The Under Armour commercial featuring Misty has been viewed 8 million times on YouTube.

Under Armour CEO Kevin Plank credited Misty Copeland for making 2014--the company's "Year of the Woman."

She will take the stage as an official Principal Dancer this fall.

View CBS News In
CBS News App Open
Chrome Safari Continue
Be the first to know
Get browser notifications for breaking news, live events, and exclusive reporting.