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Underarmor – I Will What I Want

Sports brands often have very masculine brand images that promote tough or overly competitive stereotypes – ideals don’t often appeal to women. Under Armour launched a campaign showing various models and ballerinas training and sweating hard. Gisele Bündchen punched through real social media comments, some of them supportive and others insulting, showing the criticism these women have to take on a daily basis.

The campaign as a whole generated over 5 billion media impressions and $35 million in earned media. It attained a 530% increase in purchase intent, 42% traffic increase and 28% sales increase.