Under Armour's latest ad campaign "Under Armour Makes You Better," is narrated by company founder Kevin Plank and shows athletes battling extreme conditions and frigid temperatures.
No worries there, however, because the athletes, including world champion downhill skier Lindsey Vonn, freestyle skier Bobby Brown and X Games champion and snowboard cross athlete Dominique Maltais, are ready with the help of Under Armour's ColdGear Infrared apparel.
The latest effort in the I WILL campaign will debut Monday during Monday Night Football for the New England Patriots vs. Carolina Panthers game. It will run after that on air and online on ESPN, NFL and elsewhere.
It's billed as fast paced and high-energy, so keep an eye out for the rest of the all-star roster of athletes. There's long track speedskating medalist Shani Davis, NFL star Cam Newton, PGA golfer Jordan Spieth, Duck Dynasty TV star Willie Robertson and members of the U.S. Bobsled team.
"Our brand was founded on performance innovation to help give athletes that little bit of an edge when it counts the most," said Plank in the Baltimore-based company's announcement Tuesday. "In the new 'I WILL' campaign, Under Armour honors the moments of grit and perseverance that drive athletes to conquer the most extreme conditions and athletic challenges to unlock their full potential."
The new ColdGear Infrared line is designed to 'help athletes stay warmer for longer without adding weight," using an inside coating that absorbs and retains body heat, the sports apparel maker says.
"Working with Under Armour on this campaign felt natural to me because it shows exactly how I face challenges," Vonn said in the statement. "When an obstacle gets thrown at you, you have to put up your shield, move it out of your way and focus on the next hurdle. That kind of mental toughness is what keeps me going and improving."
Under Armour has designed uniforms that will be worn during competitions next year by athletes on the U.S. Speedskating, U.S. Bobsled and Canadian Snowboarding teams.