Last week, Under Armour unveiled its newest campaign, I WILL WHAT I WANT, featuring Brazilian supermodel, Gisele Bündchen. Gisele joins Under Armour’s Women of Will and helps define the spirit of the brand’s most expansive marketing campaign to-date. Making her grand debut, Gisele shows off her athleticism and unwavering dedication under pressure in a bold and interactive digital media campaign film.
“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.” said Leanne Fremar, Senior Vice President and Executive Creative Director, Under Armour Women’s. “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 film highlights the inner and outer strength of women and the brand’s commitment to designing innovative products for both female athletes and athletic females. Since its debut in July, the I WILL WHAT I WANT campaign has championed stories of any other women who have also also needed to break barriers in order to get where they are now in their respective fields.
More photos and a look at the campaign film after the jump…
Women like Misty Copeland of the American Ballet Theatre, word champion downhill skier Lindsey Wonn, professional tennis player Sloane Stephens and US Women’s National Soccer Team star Kelley O’Hara.
Like these remarkable women, Gisele has climbed to the top defying labels and critics to follow her passion. Her passion and spirit is captured throughout the campaign and illustrates that truly she wills what she wants – on and off camera.
“I’m so excited to be part of the Under Armour I WILL WHAT I WANT campaign,” said Gisele. “This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the pressures and criticisms we may encounter. Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.”
The interactive digital experience for the I WILL WHAT I WANT campaign was developed by Under Armour and Droga5, which includes a 60-second film and a social engagement platform on http://iwillwhatiwant.com/gisele. The film shows actual footage of Gisele being hounded by critics and supporters, but all the while she remains focused, proving that will beats noise. The same concept is extended to a custom web experience that streams social commentary in real time. In addition to the brand’s celebrity endorsements, media partners like Glamour, People, Refinery29, Well + Good, ESPN and much more will join in on the campaign trail and help advertise digitally.
“After the initial announcement of Under Armour’s partnership with Gisele, we decided to use its unexpected, surprising nature to our advantage,” said Sarah Thompson, Chief Executive Officer, Droga5. “We looked at how the public was responding and incorporated those comments to show the strength it takes to transcend external opinions and succeed in today’s world.”
The digital campaign also features a mobile experience via IWILLWHATIWANT.com, available now on iPhone and iPod touch on the App Store, and other platforms. The digital 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.
Photos courtesy of Under Armour