Under Armour ‘What’s Beautiful’ campaign; why I’ll be cheering from the sidelines

Last week I got an email from a friend about Under Armour’s ‘What’s Beautiful’ campaign. She suggested that since (a) I was into fitness, (b) I was already used to writing and photographing and video blogging about exercise and (c) love Under Armour workout gear, entering was a no-brainer.

Haven’t heard about the campaign? According to the website, ‘What’s Beautiful’ is a “competition to redefine the female athlete”;


Anyone can enter. You needn’t be an athlete in the traditional sense. Just declare a fitness-related goal and complete the challenges sent to you. You’ll be uploading your progress videos regularly and at the end of the 9-week challenge, three women will be chosen as the new faces of Under Armour.

And did I mention that the winners will receive UA workout wear? Two $1000 winners and one $5000 winner!

I immediately starting racking my brain for a goal worthy of the challenge. Since I already workout 5 or 6 days a week, it had to more than a ‘get to the gym regularly’ kind of goal.

Running a marathon (or a half-marathon or even a 10K) was the first thing that popped into my head. Only one problem; I don’t run. Is completing a 5K in less than an hour epic enough to convince UA that I should be their new ‘face’? Probably not.

How about a triathlon then (maybe a sprint or ‘Try it’ tri?). In addition to being a non-runner, I’m not really a swimmer or a cyclist either (other than indoor cycling; no weather to deal with!). But think about what an incredible story that would make? ‘Non-runner, non-cyclist, non-swimmer trains and completes her first triathlon in only 9 weeks!’ (that’s 9 weeks of training, not 9 weeks to finish the event ; ) )

Perhaps. But I’d need to buy a bike. And a wet-suit. And running gear. Spend upwards of $1000 to win $1000 worth of workout gear. You do the math. Plus, how on earth am I going to fit in 2 runs, 2 cycles and 2 swims each week? I could ditch my clients, but they’d be none too happy about it!

After a week of thinking hard on a goal worthy of the competition, I remembered a recent post I wrote about goals. I confessed that I didn’t really have any long term fitness goals and that I needed to put that on my list of things to do.

Somehow, I haven’t gotten around to it yet. And I’m okay with that. Turns out that I’m not really the type of person who needs a long-term training goal to get her workouts in. Exercising is just something I do daily, like brushing my teeth.

So I’m not entering the competition.

Instead, I’ll be cheering on several of my FitFluential friends from the sidelines. Women who were daring enough to throw their hats in the ring. Click on the names to view their UA profiles and show them some love! With a little luck and determination, three of them could be the new faces of Under Armour!

Under Armour’s ‘What’s Beautiful’ campaign is still accepting challengers. Are you up for it? Declare a goal and get to work!

Have you ever challenged yourself to a longterm fitness goal?

What was it? And how did you stay motivated to see it to completion?


Looking for an inexpensive way to jump-start your journey to fitness and health? Join my online Bootcamp today! Get more info by clicking the image below.

Looking for an inexpensive way to jump-start your journey to fitness and health? Join my online Bootcamp today! Get more info by clicking the image below.


  1. I posted about this too.. not that I am doing it but to let people know about it. UA contacted me about it, asking me to spread the word.

    At 54, I have accomplished some long term fitness goals already. I also have issues with my feet (why I wear & LOVE my Hoka running shoes) plus a couple joint things that make me feel it is better to be able to exercise long term than push myself in some sort of competition that I might injure myself & put me out long term – not worth it to me.

    I did bodybuilding & 5k’s when I was younger. Honestly, what I do each day is just working hard so to me, I think I still deserve the UA stuff! 😉

    Thx for sharing!
    Jody – Fit at 54 recently posted…The Troll & My Progress PicturesMy Profile

    • Tamara says:

      You and I and Kymberly and Alexandra! We all deserve UA gear for sticking with fitness for so long!
      I agree with you about the dangers of injury when we push ourselves for the sake of competition; I have a bunch of (younger) friends doing the local Tough Mudder this summer. They’ve tried to convince me to join them, but I worry about rolling an ankle or hurting my lower back. Injuries would keep me from doing the daily exercise that I love!

  2. Well considered post, Tamara. I, too took a look at the event and decided it had a built-in bias for younger women with good joints. Like you, my workout goals are lifelong and ongoing. While I would like to find a fun mud run to take part in (Carissa Bealert made them sound so fun), I don’t need nor want some hard core event to spur me on. So like you, I will cheer on our fellow FFAs and root for Jody to get UA gear that she already deserves! Actually I do have a BIG workout goal, which is to be on DWTS as first celebrity twins. No secret there!

    • Tamara says:

      I would love for you guys to be on DWTS! Is there an application process for us non-celebs?
      And totally agree, Jody should get a closet full of UA wear!

  3. Great post, really enjoyed it. And I will be cheering for a few that are not on your list too.
    Elle recently posted…My First Protein Sludge – I am Hooked!My Profile

  4. A whole closet full of under armor gear!!! Wouldn’t that be nice. Thanks for spreading the word about this opportunity.

  5. Yes, I love their clothes and would be happy to win, but my sentiments match yours exactly – I already teach and exercise a LOT and don’t wish to overdo it and get hurt. Plus, I doubt that UA wants models my age. I’ll buy myself some of their great stuff at the upcoming IDEA convention. Besides, all those competitors above need people like us to cheer them on! Go Team! P.S. I’d like to point out that ALL of us are already beautiful!

  6. Yay for a challenge with UnderArmour! I haven’t signed up *yet* but plan to… I need to pick a challenge (that is doable) that I can accomplish in 9 weeks.

    Good luck to you!!
    Rachel @RunningRachel recently posted…My First Spinning ClassMy Profile

  7. I signed up for that too. I just need to make the first video which is not my specialty, lol. Looks like a great competition 🙂
    Haley @ Climb Run Lift Mom recently posted…The "My Children are Under Quarantine" WorkoutMy Profile

  8. We do need to all pull together and cheeeeer each other on.

    You all on. I’m a cheerer 😉
    Miz recently posted…Ive gots the Egg Beaters *guilt*…My Profile