IT DOESN’T MATTER WHAT OTHERS THINK. IT’S WHAT YOU BELIEVE.
Under Armour set out to launch its most expansive women’s campaign to-date with the brand platform “I WILL WHAT I WANT.”
“I WILL WHAT I WANT” speaks to women who do not wait for permission, advice or affirmation from others in order to go after what they want.
The campaign kicked off with the global launch od a film featuring ballerina Misty Copeland, unapologetically proving that inner strength can trump fate.
The campaign goes on to show Misty and other fierce female athletes using their will to tune out society’s standards to achieve their dreams.