Job Layoffs

Under Armour launching new #WEWILL campaign aimed at aiding city

Under Armour launching new #WEWILL campaign aimed at aiding city

Under Armour’s new #WEWILL marketing campaign will include the launch of a local effort to more deeply engage with Baltimore by encouraging and soliciting volunteerism, honoring local “heroes” and better promoting its own efforts to improve its home city.

The #WEWILL initiative is a variation of the #IWILL tagline that the apparel, footwear and fitness tech company has employed since 2008, reflecting an emphasis on team and unity that Under Armour believes will resonate with consumers.

The company said “#WEWILL” will be used globally — in conjunction with the old phrase — because it connotes teamwork and “how sports has the power to unite and inspire.”

The campaign’s...