Under Armour - I Will What I Want

About

Under Armour's "I Will What I Want" campaign is a powerful marketing initiative designed to empower women, particularly those in athletics. Launched in 2014, it features prominent figures like Misty Copeland, a renowned ballet dancer, and other athletes such as Lindsey Vonn and Gisele Bündchen. The campaign aims to challenge societal norms and stereotypes by showcasing women who have overcome obstacles to achieve their goals. Through compelling narratives and visuals, it emphasizes the importance of inner strength and determination. The campaign gained significant attention for its impactful storytelling, using rejection letters and real-life challenges faced by the featured women. By highlighting their resilience and perseverance, Under Armour aimed to rebrand itself as a supportive partner for female athletes across various disciplines. The campaign's success was evident in Under Armour's revenue increase and its shift towards a more inclusive brand image. It marked a significant step in the company's strategy to compete with other major brands in the women's athletic wear market.