Under Armour Wants Women to Win

Misty Under Armour

Misty Under Armour

I’m super late posting this but I love Under Armour’s recent marketing campaign targeted toward women. Before I began noticing Under Armour ads featuring women like Misty Copeland, Lindsey Vonn, Gisele Bundchen, and more for its “I Will What I Want” campaign. The idea behind the campaign is that even when you are told no, you can make what you want to happen come to fruition. Copeland, for example, was rejected from a prominent ballet academy for “not having the ideal body type for ballet,” but look at her now. Each of these women in the campaign continued to work toward making their goals happen. Check out the nifty video below, where some of the company’s executive’s explain the vision behind targeting women:

Like I said, this is a late post as the campaign launched in the summer but I just had to do it. Speaking of Misty Copeland, I once got to interview her and she seems to have such an amazing spirit. You can read about that here.

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Starrene Rhett Rocque is a former member of Dumbledore's Army who now enjoys gallivanting at pole, yoga and dance studios. She also occasionally fantasizes about becoming a shotgun-toting b-movie heroine.