Largest ever global women’s marketing campaign
Today, Under Armour launched “I Will What I Want”, its most expansive global women’s marketing campaign to-date, at a press event in New York City. Drawn from the brand’s iconic “I Will” mantra, “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. At the event, moderated by popular television personality Sage Steele, Under Armour Founder and CEO Kevin Plank and Senior Vice President and Creative Director Leanne Fremar introduced the new campaign with the help of world champion downhill skier Lindsey Vonn, American Ballet Theatre soloist Misty Copeland, and US Women’s National Soccer Team standout Kelley O’Hara.
The campaign features an all-star roster of trailblazing female talent, including Vonn, Copeland, O’Hara and professional tennis player Sloane Stephens. Creative elements depict real moments of will that each woman has faced in her life, capturing the grace and determination that defined each of them in their personal triumphs. Copeland, the first non-traditional athlete to join the Under Armour family, stars in the campaign’s principal creative spot.
Under Armour worked with NYC-based creative agency Droga5 to develop extensive campaign content, including a 60-second spot featuring Copeland that launched globally online today.
At the launch event, Under Armour also showcased products from the Under Armour Women Fall/Winter 2014 collection, including the UA SpeedForm StudioLux shoe and apparel from the new UA Street Sleek line. The latest collection features a heightened design aesthetic while adhering to the Universal Guarantee of Performance, Under Armour’s commitment to creating the best and most innovative gear on the market.
Under Armour apparel can be purchased from The Hut.