Under Armour's latest campaign, I WILL WHAT I WANT, celebrates the inner and outer strength of women and highlights the brand’s commitment to designing elevated products for athletic females.
Misty Copeland in Under Armour fitness wearIn its most expensive global women’s marketing campaign to-date, World champion downhill skier Lindsey Vonn, American Ballet Theatre soloist Misty Copeland, US Women’s National Soccer Team standout Kelley O’Hara, and professional tennis player Sloane Stephens kicked-off this campaign at a press event in New York City.
The campaign features Misty Copeland, who is the second African American Soloist in American Ballet theatre history. Copeland was told throughout her childhood that she was too short and too full-figured for a career in ballet. The video highlights Copeland’s abilities, which more than fit the bill for the ideal ballerina.
Dancing in her Under Armour gear, a voiceover of a young girl reading a rejection letter for a ballet school plays in the background. The throat quenching video is inspiring and innovative and will sure encourage many women to achieve their dreams.
Under Armour worked with NYC-based creative agency Droga5 to develop extensive campaign content, including debuts on television that aired in the US on Monday, August 4th. The spot aired on multiple networks including ESPN, E!, MTV and ABC. Other campaign elements include out-of-home, grassroots and international extensions.
Creative Director Leanne Fremar said:“Today’s athletic female expects the same level of performance and authenticity from her apparel and footwear as the world-class female athlete."
She added: "In addition, she has expectations that the brands she trusts will also deliver the same style quotient that exists in the rest of her closet. Our new ‘I Will What I Want’ campaign connects Under Armour to the breadth of women’s athletic experiences and recognises that their individual stories are central to the conversation.”
“I am excited to be part of the new Under Armour Women’s campaign and to be able to inspire women as they find the will to pave their own way, just as I have in my own career,” said Copeland. “I am honoured to be a part of a brand that recognises the power of hard work and dedication over fate and luck. That kind of inner strength is what keeps me going.”
Downhill skier Lindsey Vonn said: "I've been a part of the Under Armour family for nearly a decade, and like me, the brand has grown and changed over that period of time. The I Will What I Want campaign demonstrates Under Armour's ongoing celebration of strong and determined women as well as the fearless attitude it takes to explore new heights. That's a part of the brand's culture that has always resonated strongly with me, and the latest chapter in the Under Armour Women's story takes it one step further."
To follow the I WILL WHAT I WANT story and to learn more about Under Armour Women’s, visit: IWILLWHATIWANT.com and join the conversation on Twitter @UAWomen.
Tagged in Women's Issues