Under Armour partners Cycle & Carriage and Fitness First to empower women to discover their grit within

By ramieza, 24 March 2023

Under Armour partners Cycle & Carriage and Fitness First to empower women to discover their grit within

In line with Under Armour’s commitment and dedication to celebrate, support and champion women everywhere, the brand hosted an all-women get-together to empower ladies in different environments to achieve their goals with an unwavering dedication. The campaign aimed to promote a “Real Tough” mentality among women, where relentless hard work meets digging deep to shed doubt, fear and uncover the grit that lies within to help women achieve their desired fitness and personal goals. 

Seeding the “Real Tough” mentality among women as they strive to achieve their goals

“As women, grit is our greatest asset as it helps us gain success and develop a strong mindset to assume different roles. At Under Armour, we are excited to play a part in that journey to inspire women to unlock their grit and achieve their goals. By supporting women with the right performance gear, we believe it will give them the confidence to pursue their fitness goals so they will be able to meet the physical and mental demands required to achieve their dreams no matter the challenges they face. And today we’re proud to be partnering with Cycle & Carriage and Fitness First who share the same drive to empower those who strive for more,” quoted Lina Ismail, Senior Marketing Manager, Under Armour Malaysia. 

The body combat session, held in collaboration with Cycle & Carriage and Fitness First, gave women a preview of how they can improve stamina and build cardio endurance through a high-intensity training session. The session also challenged every participant to be persistent and resilient to reach their athletic goals.

Inspiring women to unlock their grit 

“Cycle & Carriage is committed to creating exceptional journeys for our customers and the community around us. We believe women can rise to the occasion and prove their grit while embracing femininity as they pursue their ambitions, whether in sports, the automotive scene or any other careers that they are in. Hence, we are proud to be working with Under Armour to support women in achieving their goals,” shared Foo Pei Yee, Cycle & Carriage Marketing Manager.

“At Fitness First, we have always believed that sports or fitness participation in women is key in developing life skills to help them improve successes and build resilience over time. And a core of improving sports fitness is grit, and we are excited to be partnering with Under Armour to champion a cause that is close to what we stand for,” added Joanne Phuah, Partnership Manager.

Hosted at Cycle & Carriage Mutiara Damansara, guests who attended the get-together included influencer and content creator like Michiyo Ho, Shao Qi, as well as Under Armour brand ambassadors Linora Low, Nana Al-Haleq, Atilia Haron and Chrissy Kha Khrang, who were all spotted in Under Armour’s latest women collection, the Smartform Evolution Bra, Smartform Flex Woven Shorts, and the Flow Dynamic Training shoes. Decked in top-to-toe Under Armour gear, participants were also able to preview how Under Armour can inspire them to achieve their desired goals with performance solutions they never knew they needed and can’t imagine living without.

Under Armour believes that women of all ages, shapes, and sizes have the right to prioritize their health and wellness, and choosing the right sports bra is fundamental to support women in their active lifestyle. The Smartform Evolution Mid Sports Bra is designed to provide medium support suitable for activities like cycling, weight training and boxing. Its innovative SmartForm technology adapts to the shape of the wearer's body with molded pads, providing a customized fit that moves with her as she moves. The bra's unique design features a mesh back panel for optimal breathability and moisture-wicking fabric to keep the wearer cool and dry. 

The UA Women collection features the all-new Under Armour SmartForm Evolution Mid Sports Bra, Under Armour SmartForm Flex Woven Shorts, Under Armour Flow Dynamic Training Shoes available in a range of different sizes and colours and can now be purchased in all Under Armour brand houses, and online at Under Armour official website.