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Under Armour's new marketing campaign reaches out to females

In the past, Under Armour focused their marketing efforts towards men’s athletics. They used beefy football players to showcase their brand in ads throughout the world. The CEO, Kevin Plank, has decided to take the brand in a new direction. Last Thursday, they announced Under Armour’s largest campaign that will target women.

Misty Copeland
Misty CopelandPhoto by Stephen Lovekin/Getty Images

The new promotion is called “I Will What I Want.” It will feature numerous female athletes. The campaign has kicked off with the award-winning ballerina named Misty Copeland. The other talented athletes who joined Under Armour’s campaign were Lindsey Vonn (Olympic gold medalist), Sloan Stephens (tennis) and Kelley O’Hara (soccer).

Plank said that the goal of this global campaign is to relate to “athletic females,” and not just female athletes. The focus on a ballerina, who is not a famous athlete, is a “disruptive choice,” said Heidi Sandreuter, Under Armour’s vice president of women’s marketing. This is to show people that it is a type of “evolution.” She continued to say,

“It speaks to how we're trying to incorporate more women into the fold."

The first Under Armour ad released was a video. It showed off the statuesque body of Misty Copeland, and her ballerina moves. During the ad, the voiceover was the rejections that Misty Copeland had as a ballerina. Those rejections clearly did not stop Misty Copeland.

The entire Under Armour “I Will What I Want” promotion is led by Droga5. They have and will continue to manage the TV, print and digital. Droga5 is an independent advertising network in New York, Australia and London. They support major brands like Motorola, Diet Coke, American Express and many more.