Under Armour has enlisted Gisele Bundchen for the latest chapter of its “I Will What I Want” campaign. Bundchen is making her debut for the brand in a film and interactive digital experience.
The brand said that its campaign continues to celebrate women’s inner and outer strength and highlights its commitment to design innovative products for female athletes and athletic females.
Since its debut in July with a film featuring American Ballet Theatre soloist Misty Copeland, the “I Will What I Want” campaign has shared stories of women from various athletic backgrounds who have broken barriers to climb to the top of their respective fields. Bundchen joins Under Armour Women of Will ambassadors Copeland, world champion downhill skier Lindsey Vonn, professional tennis player Sloane Stephens and US Women's National Soccer Team standout Kelley O'Hara.
"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, SVP 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."
"I'm so excited to be part of the Under Armour I Will What I Want campaign," said Bundchen. "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."
Under Armour and Droga5 developed the interactive digital experience for the campaign, including a 60-second film and a social engagement platform on http://iwillwhatiwant.com/gisele. The footage of Bundchen working out is populated by real comments invading her space from critics and supporters. All the while, front-and-center, she remains focused to prove that will beats noise. The same concept is extended into a custom Web experience that streams social commentary in real time. The brand will advertise digitally with media partners Glamour, People, Refinery29, Well + Good and ESPN.
"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, CEO, 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. Bundchen, Vonn, Copeland, Stephens, O'Hara and other Under Armour ambassadors will actively participate, providing consumers with insights into their day-to-day activity and motivations.