Welcome!

News Feed Item

Under Armour Unveils Newest Chapter Of I WILL WHAT I WANT™ Campaign Featuring Gisele Bundchen

Gisele joins Under Armour's Women of Will and helps define the spirit of the brand's most expansive women's marketing campaign to-date

BALTIMORE, Sept. 4, 2014 /PRNewswire/ -- Today Under Armour (NYSE: UA) unveiled the newest chapter of I WILL WHAT I WANT™ featuring Gisele Bundchen. Gisele makes her debut for the brand in a bold film and interactive digital experience highlighting her athleticism and unwavering dedication under pressure. The campaign continues to celebrate the inner and outer strength of women and highlights the brand's commitment to designing innovative products for both female athletes and athletic females.

UNDER ARMOUR UNVEILS NEWEST CHAPTER OF I WILL WHAT I WANT™ CAMPAIGN FEATURING GISELE BUNDCHEN

Since its debut in July with a film featuring American Ballet Theatre® soloist Misty Copeland, the I WILL WHAT I WANT™ campaign has championed stories of women from various athletic backgrounds who have broken barriers to climb to the top of their respective fields. Gisele joins Under Armour Women of Will ambassadors Copeland, world champion downhill skier Lindsey Vonn, professional tennis player Sloane Stephens and US Women's National Soccer Team standout Kelley O'Hara. Like these trailblazing women, Gisele has defied labels and critics to build a life around her passions. Her indomitable spirit, captured throughout the campaign, illustrates that she wills what she wants - on and off camera.

"Most women at a certain point in their life encounter contradicting opinions, expectations, praise and criticism. Having lived her life in the public eye since she began modeling at 16, Gisele knows what it means to focus inward in order to beat the noise and achieve her own goals," said Leanne Fremar, Senior Vice President and Executive Creative Director, Under Armour Women's. "Along with scaling to the heights of her profession as a model and a global fashion icon, she's an incredibly athletic woman, dedicated to her practice of martial arts and yoga." 

"I'm so excited to be part of the Under Armour I WILL WHAT I WANT campaign," said Gisele. "This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the pressures and criticisms we may encounter. Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals." 

Under Armour and Droga5 developed the interactive digital experience for the I WILL WHAT I WANT™ campaign, including a 60-second film and a social engagement platform on http://iwillwhatiwant.com/gisele. The footage of Gisele working out is populated by real comments invading her space from critics and supporters. All the while, front-and-center, Gisele remains focused to prove that will beats noise. The same concept is extended into a custom web experience that streams social commentary in real time. The brand will advertise digitally with media partners Glamour, People, Refinery29, Well + Good, ESPN and more.

"After the initial announcement of Under Armour's partnership with Gisele, we decided to use its unexpected, surprising nature to our advantage," said Sarah Thompson, Chief Executive Officer, Droga5. "We looked at how the public was responding and incorporated those comments to show the strength it takes to transcend external opinions and succeed in today's world."

The digital campaign also features a mobile experience via IWILLWHATIWANT.com, available now on iPhone and iPod touch on the App Store, and other platforms. The digital experience serves as a community for women to track, analyze, and share their fitness and athletic lifestyle. Gisele, Vonn, Copeland, Stephens, O'Hara and other Under Armour ambassadors will actively participate, providing consumers with unique insights into their day-to-day activity and motivations.

To follow the I WILL WHAT I WANT story and to learn more about Under Armour Women's, visit IWILLWHATIWANT.com, facebook.com/UnderArmourWomen and join the conversation on Twitter @UAWomen and on Instagram @UnderArmourWomen with #IWILLWHATIWANT.

About Under Armour, Inc.
Under Armour (NYSE: UA), the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand's innovative products are sold worldwide to athletes at all levels. Under Armour's wholly owned subsidiary, MapMyFitness, powers one of the world's largest Connected Fitness communities. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company's website at www.uabiz.com.

Photo - http://photos.prnewswire.com/prnh/20140904/142876

SOURCE Under Armour

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
DevOps is not just last year’s buzzword. Companies with DevOps practices are 2.5x more likely to exceed profitability, market share, and productivity goals. But how do you enable high performance? What can you do right now to start? Find out from DevOps experts including Gene Kim, co-author of "The Phoenix Project," and the Dynatrace Center of Excellence.
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 ad...
Recognizing the need to identify and validate information security professionals’ competency in securing cloud services, the two leading membership organizations focused on cloud and information security, the Cloud Security Alliance (CSA) and (ISC)^2, joined together to develop an international cloud security credential that reflects the most current and comprehensive best practices for securing and optimizing cloud computing environments.
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
Sensors and effectors of IoT are solving problems in new ways, but small businesses have been slow to join the quantified world. They’ll need information from IoT using applications as varied as the businesses themselves. In his session at @ThingsExpo, Roger Meike, Distinguished Engineer, Director of Technology Innovation at Intuit, showed how IoT manufacturers can use open standards, public APIs and custom apps to enable the Quantified Small Business. He used a Raspberry Pi to connect sensors...
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Avere delivers a more modern architectural approach to storage that doesn’t require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbuilding of data centers ...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
SYS-CON Events announced today that VAI, a leading ERP software provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. VAI (Vormittag Associates, Inc.) is a leading independent mid-market ERP software developer renowned for its flexible solutions and ability to automate critical business functions for the distribution, manufacturing, specialty retail and service sectors. An IBM Premier Business Part...
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
In most cases, it is convenient to have some human interaction with a web (micro-)service, no matter how small it is. A traditional approach would be to create an HTTP interface, where user requests will be dispatched and HTML/CSS pages must be served. This approach is indeed very traditional for a web site, but not really convenient for a web service, which is not intended to be good looking, 24x7 up and running and UX-optimized. Instead, talking to a web service in a chat-bot mode would be muc...
It's easy to assume that your app will run on a fast and reliable network. The reality for your app's users, though, is often a slow, unreliable network with spotty coverage. What happens when the network doesn't work, or when the device is in airplane mode? You get unhappy, frustrated users. An offline-first app is an app that works, without error, when there is no network connection.
SYS-CON Events announced today that AppNeta, the leader in performance insight for business-critical web applications, will exhibit and present at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. AppNeta is the only application performance monitoring (APM) company to provide solutions for all applications – applications you develop internally, business-critical SaaS applications you use and the networks that deli...
Fortunately, meaningful and tangible business cases for IoT are plentiful in a broad array of industries and vertical markets. These range from simple warranty cost reduction for capital intensive assets, to minimizing downtime for vital business tools, to creating feedback loops improving product design, to improving and enhancing enterprise customer experiences. All of these business cases, which will be briefly explored in this session, hinge on cost effectively extracting relevant data from ...
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...