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
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search and...
One of the biggest challenges with adopting a DevOps mentality is: new applications are easily adapted to cloud-native, microservice-based, or containerized architectures - they can be built for them - but old applications need complex refactoring. On the other hand, these new technologies can require relearning or adapting new, oftentimes more complex, methodologies and tools to be ready for production. In his general session at @DevOpsSummit at 20th Cloud Expo, Chris Brown, Solutions Marketi...
SYS-CON Events announced today that Outscale will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outscale's technology makes an automated and adaptable Cloud available to businesses, supporting them in the most complex IT projects while controlling their operational aspects. You boost your IT infrastructure's reactivity, with request responses that only take a few seconds.
SYS-CON Events announced today that CollabNet, a global leader in enterprise software development, release automation and DevOps solutions, will be a Bronze Sponsor of SYS-CON's 20th International Cloud Expo®, taking place from June 6-8, 2017, at the Javits Center in New York City, NY. CollabNet offers a broad range of solutions with the mission of helping modern organizations deliver quality software at speed. The company’s latest innovation, the DevOps Lifecycle Manager (DLM), supports Value S...
Cloud promises the agility required by today’s digital businesses. As organizations adopt cloud based infrastructures and services, their IT resources become increasingly dynamic and hybrid in nature. Managing these require modern IT operations and tools. In his session at 20th Cloud Expo, Raj Sundaram, Senior Principal Product Manager at CA Technologies, will discuss how to modernize your IT operations in order to proactively manage your hybrid cloud and IT environments. He will be sharing bes...
We all know that end users experience the internet primarily with mobile devices. From an app development perspective, we know that successfully responding to the needs of mobile customers depends on rapid DevOps – failing fast, in short, until the right solution evolves in your customers' relationship to your business. Whether you’re decomposing an SOA monolith, or developing a new application cloud natively, it’s not a question of using microservices - not doing so will be a path to eventual ...
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus intern...
Apache OpenWhisk on IBM Bluemix provides a powerful and flexible environment for deploying cloud-native applications driven by data, message, and API call events. In his session at 20th Cloud Expo, Daniel Krook, Software Architect, IBM Watson and Cloud Platform, and Distinguished IT Specialist, will discuss why serverless architectures are attractive for many emerging cloud workloads and when you should consider OpenWhisk for your next project. Then get started on Bluemix with three sample appl...
While presenting own advanced Robo-Advisory Platform, Michał Różański, Managing Partner at EARP and CEO at Empirica, will illustrate the most important issues of building tailored FinTech software in his session at 20th Cloud Expo. He will share experiences we have gained for over 6 years of developing solutions for financial institutions and FinTech companies, including robo-advisors. We welcome all FinTech innovators interested in how properly implemented technology can move their businesses f...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
As cloud adoption continues to transform business, today's global enterprises are challenged with managing a growing amount of information living outside of the data center. The rapid adoption of IoT and increasingly mobile workforce are exacerbating the problem. Ensuring secure data sharing and efficient backup poses capacity and bandwidth considerations as well as policy and regulatory compliance issues.
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Automation is enabling enterprises to design, deploy, and manage more complex, hybrid cloud environments. Yet the people who manage these environments must be trained in and understanding these environments better than ever before. A new era of analytics and cognitive computing is adding intelligence, but also more complexity, to these cloud environments. How smart is your cloud? How smart should it be? In this power panel at 20th Cloud Expo, moderated by Conference Chair Roger Strukhoff, pane...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.