Furious customers of a tiny sports apparel brand are accusing Under Armour of 'plagiarism' (UA)

pulse

March 22, 2017 1:17 AM

Under Armour's new #impretty campaign closely resembles West Coast brand Never Too Pretty's advertising.

A small sports apparel brand is accusing Under Armour of copying its ad campaign.

Under Armour's new #impretty campaign closely resembles West Coast brand Never Too Pretty's advertising.

Under Armour's campaign was created to inspire women athletes, and "challenge the idea of 'just a pretty face,' recognizing that beauty runs much deeper than what is visible from the outside," according to Attica Jaques the brand's vice president for brand management.

Both have a similar message of female empowerment, and both fight the stereotype that a female athlete has to be "pretty."

The Never Too Pretty campaign encouraged women and girls to obtain a cardboard sign, and "write on it what they are Never Too Pretty to do or be," according to the brand's website. It was "very authentic and grassroots," according to founder Cary Williams.

Under Armour's campaign has a slick Instagram-embeddable fill-in-the-blank style picture generator website. Users upload pictures and then type in what they do "pretty" well, turning the word from an adjective into an adverb.

Both campaigns sell an associated line of merchandise, including tank tops and other apparel.

"The similarities are pretty stark," Williams said.

Many Instagram users familiar with both campaigns have left comments on Under Armour's Instagram posts, accusing the brand of copying the Never Too Pretty campaign.

"@underarmour @tooprettybrand @nevertoopretty

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