"Stick to modeling Sweetie."
"Is modeling now a sport?"
"OMG. I love her."
Such are the "real comments from critics and supporters" reacting to Under Armour's announcement earlier this week that the brand signed Brazilian supermodel Gisele Bundchen to its women's marketing campaign, Under Armour says.
After posting a video teaser about the Bundchen partnership on Tuesday, the Baltimore-based sports apparel company unveiled the full ad this morning. The video shows Bundchen working out, throwing punches and kicks at a heavy punching bag while public comments in bold white lettering flash across bare brick walls of the workout loft. (And while she's wearing the latest styles from Under Armour's StudioLux, HeatGear and Legacy collections.)
It's Under Armour's newest chapter of I Will What I Want, a campaign highlighting women who have broken barriers to reach the top of their field, designed to lure women athletes and athletic women to the brand.
Under Armour kicked off the nearly $15 million women's campaign earlier this summer with ads featuring American Ballet Theatre soloist Misty Copeland, a departure from using more traditional athletes as the face of the brand.The Bundchen film shows her "athleticism and unwavering dedication under pressure," someone who has "defied labels and critics," and can "remain focused to prove that will beats noise," the company said.
"Most women at a certain point in their life encounter contradicting opinions, expectations, praise and criticism," Leanne Fremar, senior vice president and executive creative director for Under Armour Women, said in an announcement. "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."
Fremar describes the model as a global fashion icon who's "incredibly athletic" and dedicated to martial arts and yoga.
"Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals," Bundchen said in a statement.
Along with the 60-second film, Under Armour put together an interactive digital campaign, designed to enable women to track, analyze and share their fitness and athletic lifestyle along with the campaign's featured athletes: Bundchen, Copeland, downhill skier Lindsey Vonn, tennis player Sloane Stephens and soccer player Kelley O'Hara.
The brand plans digital advertisements with Glamour, People, Refinery29, Well + Good, ESPN and others.
"After the initial announcement of Under Armour’s partnership with Gisele, we decided to use its unexpected, surprising nature to our advantage,” Sarah Thompson, CEO of Droga5, which helped produce the digital campaign. "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."
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