Top spot: Under Armour launches global "I Will What I Want" campaign via Droga5 New York

UnderArmour.jpgMisty Copeland's destiny was not to be a ballerina. But will trumps fate. "I Will What I Want" says Droga5 New York in this new commercial for Under Armour.

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Drawn from the brand's iconic I Will trademark, 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 campaign launch event, Under Armour founder and CEO Kevin Plank and senior vice president and creative director Leanne Fremar introduced the new campaign with the help of American television anchor Sage Steele, 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 woman in her personal triumphs. Copeland, the first non-traditional athlete to join the Under Armour family, stars in the campaign's principal creative spot.

"Today's athletic female expects the same level of performance and authenticity from her apparel and footwear as the world-class female athlete," said Fremar. "In addition, she has expectations that the brands she trusts will also deliver the same style quotient that exists in the rest of her closet. Our new 'I Will What I Want' campaign connects Under Armour to the breadth of women's athletic experiences and recognizes their individual stories are central to the conversation."

Under Armour worked with Droga5 to develop extensive campaign content, including a 60-second spot featuring Copeland that has launched globally online and debuts on television in the US on Monday, August 4th. The spot will also air on multiple networks including ESPN, E!, MTV and ABC. Digitally the brand will advertise with media partners Glamour, Mode, People, Refinery29, Us Weekly, Well + Good and more.

The digital campaign centers on the launch of a new mobile experience, via iwillwhatiwant.com, available first on iPhone and iPod Touch (download link) on the App Store, and coming later to Android and emerging wearable device platforms. The digital experience will serve as a community for women to track, analyze, and share their fitness and athletic lifestyle. Vonn, Copeland, O'Hara, Stephens and other Under Armour athletes will each actively participate, providing consumers with unique insights into their day-to-day activity and motivations.

9 Comments

just do it said:

I just love this Nike ad.

me said:

beautifully shot, but I just don't get what the big deal is. Every sporting brand has done the 'they said I was never going to make it' commercial before.
Am I missing something? Is it just some girl power hype?

I love said:

Another piece of droga work
Remember how good they Are
So good
Extra good

The Neighbors said:

Beautiful spot Johnny & Hannes

Bob said:

Really??
What a pile of brown stuff.
Are you really going to going to buy into the brand after seeing this?
But everyone will think its great because its D5.

Nick S said:

Nice one Hannes and John. Great stuff.

Nick S said:

Nice one Hannes and John. Great stuff.

Nice. said:

Like it a lot. Not sure about the childs VO though. Reckon an adults voice from the school that turned her down might have been more powerful? Good one guys.

Sir John said:

Totes agree Bob.

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