FEMALE POWER: Under Armour is setting its sights squarely on the women’s market. Today, the Baltimore-based activewear brand will unveil its first multimedia marketing campaign targeting women, with the tag line “No Matter What, Sweat Every Day.”

“We’ve marketed to women before, but this is the first full-on campaign,” said Adrienne Lofton Shaw, senior director of women’s marketing. She said the company began to get serious about women’s wear about three years ago and spent the past 24 months making sure the product was right. “We decided 2012 was the year we’d turn the light on,” she said. “This is our coming-out party.”

This story first appeared in the September 4, 2012 issue of WWD. Subscribe Today.

The ads, which were developed in partnership with Crispin Porter + Bogusky, feature female athletes in a variety of sports including running, spinning and yoga. The 60-second, 30-second and 15-second spots will run on broadcast stations such as Bravo, E, VH1 and ABC Family, “where she is digesting her media,” she said. The athletes are wearing primarily the StudioLux Noir performance collection, which will hit stores in October.

In addition to the commercials, which will run through mid-October, the company will kick off the second installment of its “What’s Beautiful” digital competition to “redefine the female athlete.” Through a Web site and mobile app, women document their daily workouts, post videos, photos and diary entries. Under Armour will choose 10 of the most inspiring women and send them on an all-expenses-paid training trip with top-level coaches, trainers, nutritionists and athletes.

Women’s wear now represents 30 percent of Under Armour’s overall business, up from less than 20 percent three-and-a-half years ago, “and our growth is eclipsing men’s,” she said.