Dancers Marketing Major Sports Brands

Under Armour copeland 1.jpg

If you haven't notice, there's a new trend emerging among major sports brands like Nike, Jockey, and Under Armour and it's their focus on using dancers as the face of their marketing campaigns. In the past we've seen the majority of these brands spotlighting athletes in football, basketball, and soccer, leaving out more untraditional athletic professions. The idea to shift attention to sports like dance not only increases their market base and creative expression, but it also helps put the age old assumption, that dance is not a sport, to bed. 

It's often been said that dancers make the best models and it's clear to see why. American Ballet Theater, one of three prestigious ballet companies in the US, made waves when, for the first time in their 75 year history, they promoted Misty Copeland, an African American woman, to the role of principal dancer. Copeland has since rose to legendary status for her humble nature and immense talent. Recognizing her strength and inspiration, Under Armour began to sponsor Copeland in 2014, an endorsement that paid more than her ballet career. The ad campaign born out of this union focused on women and has since become ad ledgen, earning Under Armour the award for the years "Best campaign targeting women" and "Top 10 ads of 2014" according to adweek




The remarkably talent and incredibly motivational Michaela DePrince recently became the face of Jockey's new campaign  "Show 'Em What's Underneath" celebrating everyday heroes, perseverance, and hope. DePrince's story of triumph is unlike most, overcoming many of life's most challenging circumstances. Born in war torn Sierra Leon, DePrince lost both her parents to war and starvation. After being left in an orphanage by her uncle, DePrince was ridiculed for having Vitiligo, a condition that causes the skin to lose its pigmentation. 

After being adopted by a Jewish couple from New Jersey, Michaela moved to the US and began training in ballet. Overcoming her challenges as an orphan, Vitiligo, and racism, Michaela rose to fame after being featured int the 2011 documentary First Position. Now dancing for the Dutch American Ballet as a soloist. Michaela story of perseverance and triumph are captured beautifully in Jockeys "Shoe 'Em" campaign. 



Nike's newest 2017 campaign, "Objects of Desire", focuses on 20 years of creative campaigns and features David Hallberg, American Ballet Theater pricipcal dancer. The campaign focuses on athletes at their best. 

Having been decommissioned for that past three years due to an ankle injury, Hallberg was quickly swooped up by Nike for this campaign shortly after announcing his return to the theater. 

Halberg recalls the shoot with Nike as particularly grueling, have been submerged underwater for long periods of time. But the dancers also explains that the shoot was metaphorical to his personal journey and struggles, on the way to recovery

"It was really perfect timing with Nike and with the collaboration to be able to express those feelings -- not just onstage but in an original kind of concept," he explains. "That's what Nike does so well: they have their eye on the ball, and they can represent [both] an athlete and an artist so honestly."




The Legacy Of Arthur Murray

arthur murray 2.png

As one of the most influential instructors of the 20th century, Arthur Murray grew a dance empire that lives on in the form of 260 studios bearing his name in 21 countries.

The Passionate History Of Dance In Cuba

cuba1.jpg

Cuban culture is characterized by passion, and that is especially the case when it comes to the island's dance traditions.

5 Ways To Become A Dance Instructor

dance 2.jpg

So you want to be a dance instructor? We don't blame you, it's a fun job that allows for creativity, human connection, and emotional exploration and at the same time keeps you fit. Those are some pretty sweet benefits that a lot of jobs can't offer. 

The Duty Of Being A Dance Instructor

5.jpg

In order to become a dance instructor, you must have an unflinching passion for your craft. 

Season Premiere Of Dancing With The Stars | Recap

dwts.jpg

If Monday night's premiere episode is any gauge, the 25th season of "Dancing with the Stars" is shaping up to be one of the show's best ever.

Arunas And Katusha | Best Of All Time?

© Reinhold Matay United States Dance Championships (55).jpg

Arunas Bizokas and Katusha Demidova have been an irrepressible power team since the moment they began dancing together in 2007.

How 'Strictly' Changed Ballroom In Britain

britain.jpg

"Strictly Come Dancing" is back for its 15th season on BBC One, and the hit show's impact on the dance world remains just as prevalent as ever.

USDC Friday Recap And Farewell

© Reinhold Matay United States Dance Championships (64).jpg

Despite Hurricane Irma's impeding threat, we still had a fabulous Friday night at the United States Dance Championships in Orlando, FL. Our major events of the night were the Professional American Smooth division and the Professional International Latin division.

USDC Thursday Recap And Hurricane Update

© Jayne Kamin-Oncea - USA Today Embassy Ballroom Championships 2017

United States Dance Championships finished up an incredible night of competition on Thursday in Orlando, FL, as dancers in the Professional Ballroom, Rising Star Latin, and American Rhythm divisions competed for the title of America's best.

United States Dance Championships | FloSports Weekly Viewing Guide

DanceChampionships-1920x1080.jpg

In our weekly viewing guide, we list the best live coverage and original storytelling coming up across each of our sites. If you have Apple TV 4 or Roku, watch all of these live events and documentaries on your TV at home.