The Women of WILL // Under Armour I WILL WHAT I WANT movement

Meet The Women of WILL

by Adriana Cesar


Misty Copeland’s destiny was not to be a ballerina.

Under Armour’s women’s campaign, which kicked off last month with the signing of ballerina Misty Copeland, another nontraditional endorsement deal for the brand. The Copeland spot, featuring her against-all-odds story, has garnered more than 5.8 million views on YouTube.

Under Armour is redefining the image of an athlete, going beyond the athlete stars, this week on September 2, UA the global sports brand unveiled a 30-second teaser video on its website showing Gisele Bündchen kicking ass in there “I Will What I Want” women’s campaign.The full length video shows Bündchen in a sports bra, and capri-pants with her hair pulled back in a pony-tail going from boxing, to showing off her kung fu skills with a bo staff! While she is punching and kicking away – negative tweets are projected on the wall behind her about this latest gig; some are “Stick to modeling sweetie” “Protect this blouse” “Is modeling now a sport?” “Gisele is not an athlete” but she tunes out the noise and keeps punching.  The supermodel and wife of NFL quarterback Tom Brady (a fellow UA endorse athlete) will join American Ballet Theater soloist Misty Copeland, Olympic medalist/World Champion skier Lindsey Vonn, U.S. Women’s National Soccer Team player Kelley O’Hara, surfer Brianna Cope and Pro Tennis player Sloane Stephens in the “I Will What I Want” campaign. (video below)



 “I Will What I Want” campaign by Droga5

“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,” Leanne Fremar, Senior Vice President and Executive Creative Director, Under Armour Women’s said in a release. “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.”

The campaign also features a mobile experience via, available now on iPhone and iPod touch on the App Store, and other platforms. The movement of WILL thru innovation and action the mobile 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.

The $15 million movement is Under Armour’s the largest global women’s marketing campaign ever.


Photos Credit: Under Armour