Under Armour’s uber-masculine image had become a polarizing barrier to women.
I WILL WHAT I WANT was created to change that and launch Under Armour’s global women’s business.
I WILL WHAT I WANT has been the most successful campaign in the brand's 16-year history and made Under Armour a symbol of female athletic aspiration. It’s been honored by United Nations Women for the positive empowerment of women, selected by the Wall Street Journal’s Top Ten Best Art and Sport moments of 2014 and won multiple Cannes Lions, D&AD pencils, One Show and the Gold Effie.
Under Armour has overtaken Adidas in 2015 and is now second to Nike in the U.S.
Created at Droga5 New York.
WILL TRUMPS FATE
I WILL WHAT I WANT celebrates all women defying expectations and ignoring the noise of outside judgments.
We launched with the inspiring personal story of Misty Copeland, the first African-American ballerina soloist for the American Ballet Theatre, in TV, cinema, online and OOH. Misty wasn't predestined to be a ballerina. But will trumps fate.
I WILL WHAT I WANT - Launch Film
Our campaign became a viral sensation extensively covered by worldwide media, generating 3.5 billion media impressions and $20 million in earned media.
In less than 12 months, Misty Copeland has gone from ballet star to one the most recognized people in the world.
I WILL WHAT I WANT - CASE STUDY
Part 2 / Will Beats Noise - Gisele Bündchen