Under Armour debuts ‘Sisterhood in Style,’ a campaign celebrating the Spring/Summer launch of the ‘UA Echo,’ its newest lifestyle sneaker. Fusing heritage with modern streetwear, the campaign pays homage to the cultural depth and creative expression found within Historically Black Colleges and Universities (HBCUs). Shot on the campuses of Bowie State University and Morgan State University, both long-time Under Armour partners, the campaign amplifies voices and styles shaped by history and pride.
Featuring “members of the first Black Greek-letter sorority for collegiate women, the campaign presents bold, expressive fashion that honors tradition while embracing individuality.” Photographed by Baltimore-based artist Devin Allen, the series captures the dynamic intersection of high-fashion, campus energy, and cultural identity while signature pink and green hues complement the bold design of the UA Echo.
More than a product spotlight, ‘Sisterhood in Style’ represents Under Armour’s broader mission to empower young women through inclusive design, cultural storytelling, and authentic community engagement.
Image Credit: Under Armour
