Under Armour Launches #IWillWhatIWant, Powerful Global Campaign Aimed At Women



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Under Armour launched a new campaign showing women athletes in a brand new light.  An emotionally connected and inspiring campaign, the #IWillWhatIWant campaign features Misty Copeland (ballerina), Lindsay Vonn (downhill skier), Sloane Stephens (pro tennis player), Kelly O’Hara (pro soccer player), and Brianna Cope (pro surfer).  The campaign introduces “Women of Will, displaying the adversity the women have gone through to “will what they want”and defining what it means to be an athletic female.

Misty Copeland’s journey is among the most inspiring.  She began dancing at the age of 13 and was told she had neither the experience nor the right body type to become a ballerina.  Now, Misty Copeland is a soloist in the American Ballet Theatre.  Against all the odds, Misty has become one of the most successful and recognizable dancers in the world.

To compliment this new marketing campaign, Under Armour is creating a fitness social network where users can share with their network their fitness goals, aspirations, inspirations, and successes.  Much like Nike + and apps like Strava, Under Armour is making a move to be the premiere social fitness network.  However, unlike Nike and Strava, the #IWillWhatIWantCampaign has some fantastic women athletes to create a tangible connection for consumers.

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