Register

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

Marketing

photo

Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.

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.




Newsletter Subscription

Get the latest insights, trends and best practices from today's leading industry voices.


Headline Speaker Announcement

Bestselling Author and Entrepreneur, Seth Godin to speak at Social Media Week New York on May 2

Learn More

Watch SMW Live

SMW Insider is a premium video platform that streams more than 180+ hours of talks, presentations, and interviews from leading industry experts.

Subscribe Now

Write for Us

Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.

Apply Here