Most consumers associate Under Armour with the tight-fitting shirts that wick away football players’ sweat. But with its new “I Will What I Want” ads, Under Armour is trying to rebrand itself as gear that can empower female athletes, whether they’re playing soccer or taking a Pilates class.
Right now those women are turning to brands like Lululemon and Nike for their gear. To compete with those giants, Under Armour is launching the largest campaign aimed at women in its history, costing a total of $15 million. The company kicked off with a feel-good ad featuring a ballerina that went viral and racked up 4 million views in just one week.
The spot begins with a voiceover of a rejection letter: “You have the wrong body for ballet.” Ballerina Misty Copeland defiantly leaps in the air, ending with the Under Armour tag: “I will what I want.”
“I think every…
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