I don’t think anyone will claim to believe that modeling is a sport. But that doesn’t mean that models can’t be athletic.
That’s what Under Armour is out to prove with their latest “I Will What I Want” ad featuring supermodel Gisele Bündchen.
When the sportswear giant announced Gisele as a new spokesperson, social media erupted. Some of the commentary was positive, but most, as too often is the case on social media, was negative.
Under Armour used these comments in the new ad — projecting them on the walls surrounding the supermodel as she punched and kicked her heart out on a punching bag. She was quite literally sticking it to her haters. And after seeing the ad, I can only imagine how quickly they were eating their words.
From a marketing standpoint, this is a genius move. The “I Will What I Want” campaign puts Under Armour on the same playing field with competitors lululemon and Athleta — appealing not only to female athletes, but also to athletic females. And it positions Under Armour as a champion of women, embracing the many different ways that they can be an “athlete.”
Gisele joins Under Armour’s other “Women of Will”: ballerina and star of her own Under Armour ad Misty Copeland, champion skier Lindsey Vonn, pro tennis player Sloane Stephens, pro soccer player Kelley O’Hara and pro surfer Brianna Cope.
See Under Armour’s new ad featuring supermodel Gisele Bündchen here: