The New Under Armour Campaign Features Athletes and Supermodels
Katherine Pendrill — July 17, 2015 — Pop Culture
References: underarmour & bustle
The latest Under Armour campaign features a star-studded lineup of powerful female athletes and successful supermodels. The new campaign is the second installment of Under Armour's #IWillWhatIWant series, which aims to promote female athleticism.
The #IWillWhatIWant campaign is aimed at promoting a new line of sports bras that are designed to empower female athletes. The campaign features a series of ads, each of which is accompanied by messages of power and self-confidence. One of the most striking ads features Misty Copeland, who is the first African-American principal ballerina with the American Ballet Theatre. Copeland's ad shows off her impressive ballerina skills and bares the tagline "I Will Not Be Unsupported."
Other athletes featured in the series include championship skier Lindsey Vonn and professional surfer Brianna Cope. One of the ads also features supermodel Gisele Bündchen.
The #IWillWhatIWant campaign is aimed at promoting a new line of sports bras that are designed to empower female athletes. The campaign features a series of ads, each of which is accompanied by messages of power and self-confidence. One of the most striking ads features Misty Copeland, who is the first African-American principal ballerina with the American Ballet Theatre. Copeland's ad shows off her impressive ballerina skills and bares the tagline "I Will Not Be Unsupported."
Other athletes featured in the series include championship skier Lindsey Vonn and professional surfer Brianna Cope. One of the ads also features supermodel Gisele Bündchen.
Trend Themes
1. Female Athletic Empowerment - There is an opportunity to create campaigns that promote female athleticism and body positivity through innovative product design and messaging.
2. Celebrity Endorsements - There is an opportunity for companies to leverage the power of celebrities to promote their products and reach a wider audience.
3. Intersectionality - There is an opportunity to highlight women from a variety of backgrounds and identities in sports campaigns to promote diversity and inclusion.
Industry Implications
1. Sportswear - Sportswear companies can innovate by designing products that empower and support female athletes and partnering with female athletes to promote their products.
2. Marketing - Marketing agencies can innovate by creating campaigns that feature diverse and empowering representations of female athletes and leveraging celebrity endorsements to reach a wider audience.
3. Media - Media companies can innovate by creating content that promotes female athleticism and body positivity and features diverse representations of female athletes.
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