Under Armour has officially launched a new #WEWILL campaign, an evolution of the brand's signature I Will trademark and part of an effort that founder and CEO Kevin Plank announced to shareholders in May.
The campaign, centered around ways sports can unite, inspire and change the world, features a video of Under Armour athletes from around the world. Viewers will see familiar faces — Muhammad Ali, Misty Copeland, Michael Phelps, Stephen Curry, Jordan Spieth and Lindsey Vonn, to name a few.
The campaign has been in the works for several months. The spot, produced in house at Under Armour, debuted Thursday night on college football broadcasts.
The brand also announced a partnership with Team Rubicon, a first responder group that's sending former service members to help in communities hurt by Hurricane Harvey. The volunteers will help in efforts such as stabilizing communities, getting residents back home and returning kids to school and sports. Under Armour has made an initial contribution of $50,000 to what will be an ongoing effort.