Under Armour's new, women-focused marketing campaign features skier Lindsey Vonn, supermodel Gisele Bundchen and ballerina Misty Copeland and their sports bras.
The latest chapter in Under Armour's "I will what I want" campaign "centers on a woman's most important piece of workout gear -- her sports bra," the Baltimore company said in an announcement today. The promotion introduces the new Armour Bra collection with styles designed for three levels of activity.
Besides Vonn, a World Champion downhill skier, Bundchen, a world-famous model married to quarterback Tom Brady, and Copeland, a dancer who recently became the first African-American principal at the American Ballet Theatre, the campaign also features pro soccer player Kelley O'Hara and pro surfer Brianna Cope.
The ads show each woman wearing an Under Armour bra alongside their declarations in overcoming obstacles.
"I will be doubted. I will be underestimated," reads a statement in light gray lettering in Vonn's ad, alongside the declaration, in bold, "I will not be restricted."
The "I Will What I Want Campaign" is part of a push by the fast-growing sports brand to attract women consumers. Women's apparel sales now make up 30 percent of its apparel revenue, but founder Kevin Plank has said he expects the women's business to be as large as the men's. The ads will be shown on Under Armour's web site, in its Brand House stores and at other retailers.
"Woven into the Armour Bra product launch is a deeper goal of connecting with women at all levels of sport and all stages of their lives, and changing the way they think and talk about sports bras," said Adrienne Lofton, Under Armour's senior vice president of brand marketing. "We believe that a woman shouldn't have to compromise or settle in any area of her life, and that includes her choice of sports bra."
Vonn, an Under Armour representative for a decade, said in the announcement she has seen the brand's "dedication" to making the best apparel, footwear and equipment.
The Armour High Bra, the focal point of the campaign, boasts lightweight gel shoulder straps and a gel encased underwire that promises comfort during activities such as running, spinning and kickboxing, the company said.
"The Armour Bra collection is just the newest chapter in that story, and it offers the innovation, comfort and support that allows me to stay focused on the slopes, in the gym, and in my everyday life," Vonn said.