In a Diet Dr Pepper commercial that has been viewed nearly half a million times on YouTube, Misty Copeland stretches, pirouettes and reflects on her career as a ballerina. She has been featured in New York, Forbes, O and Essence in photo shoots that often lavish attention on her leggy build.

If American Ballet Theatre has its way, its beautiful soloist will soon become even more well-known. Ms. Copeland, who is African-American, is helping launch Project Plié, a national initiative to be announced Friday that is aimed at boosting diversity within ballet.

"My goal is to show children that this exists," Ms. Copeland said.

Through partnerships with regional ballet companies and Boys and Girls Clubs of America—where she was discovered—American Ballet Theatre plans to offer scholarships to promising dancers of color, eventually creating a stronger pipeline of performers from underrepresented groups. It hopes that a more racially diverse cast of performers also leads to a broader audience.

"We have an access problem in a big way," said Rachel Moore, ABT's chief executive. "The demographics of this country are radically changing. We're not going to be relevant in 50 years if we don't look like America."