When Misty Copeland became the first African-American principal of the American Ballet Theatre, we invited the internet to congratulate her with digital flowers. In exchange, Under Armour promised to turn every online rose-moji into a real one that would be delivered to her door. Thousands of fans and brands tweeted @mistyonpointe and within 24 hours, she was showered with a truckload of roses, tweets, and UA love.

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