Under Armour’s I WILL WHAT I WANT campaign to empower women

By Allison Rubenstein,

Under Armour recently launched an international marketing campaign for women called I WILL WHAT I WANT.

The campaign serves to recognize and honor the strength of women, and assure female athletes that Under Armour will provide them with the quality gear that they deserve, and need to succeed.

I WILL WHAT I WANT features world-class athletes Lindsey Vonn (skier), Misty Copeland (American Ballet Theatre soloist), and Kelley O’Hara (soccer player).

“The I WILL WHAT I WANT campaign demonstrates Under Armour’s ongoing celebration of strong and determined women as well as the fearless attitude it takes to explore new heights,” said Vonn, as reported by PR Newswire.

Copeland also expressed her excitement about the campaign and its objective to “inspire women as they find the will to pave their own way.” The commercial below follows Copeland’s stunning movements as a young girl reads a rejection letter over the music, providing a touch of insight into Copeland’s long and difficult journey to success, according to ESPNW.

Image courtesy of Walter McBride/INFphoto.com



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