Sports brands often have very masculine brand images that promote tough or overly competitive stereotypes—ideals that don’t often appeal to women. With this in mind, Underarmor launched a campaign showing various models and ballerinas training and sweating hard. Gisele Bundchen punched through real social media comments, some of them supportive and others insulting, to showcase 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 also attained a 530% increase in purchase intent, 42% increase in web traffic, and a 28% boost in sales.