Under Armour … I Will What I Want

October 12, 2015

The innovative sportswear brand has launched a $15 million ad campaign—its largest-ever aimed at women, which speaks to those who refuse to accept limits put on them by others. The “I Will What I Want” series began a year ago with an inspiring video of American Ballet Theatre’s Misty Copeland that has racked up 9 million views on YouTube. Copeland, who started ballet at 13, was told she was too old and curvy, and not of the right race to be a prima ballerina. Now she solos to rave reviews.

The campaign which also stars Giselle Brudchen, won the Grand Prix for digital advertising at this year’s Cannes Lions Festival of Creativity. The judges said it exemplified what digital marketing should be. “It’s an entry that demonstrates how a powerful brand narrative is enabled through technology and how this narrative can live and grow in a modern, multi-screen digital environment. It’s social by nature and real-time by design. It demonstrated how a well-crafted digital experience can create uplifting impact, from the point of engagement to the point of transaction.”

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