Under Armour launched the latest iteration of its I Will What I Want campaign which promotes the brand’s new three-level bra positioning. The campaign features Misty Copeland, Gisele Bündchen, Lindsey Vonn, Kelley O’Hara and Brianna Cope.
The all-new Armour Bra Collection features a simplified range of styles in High, Medium and Low, designed to support women across various fitness activities.
Content from the campaign depicts each of these women and their declarations in overcoming doubt and setbacks related to their womanhood. The statements also gives voice to what women everywhere want and need from their sports bras– a perspective that has often gone unheard.
“Woven into the Armour Bra product launch is a deeper goal of connecting with women at all levels of sport and all stages of their lives, and changing the way they think and talk about sports bras,” said Adrienne Lofton, SVP, brand marketing, Under Armour. “We believe that a woman shouldn’t have to compromise or settle in any area of her life, and that includes her choice of sports bra. We’re starting a real, organic and emotional conversation with women about what they want and need in their bras, and we’re backing it up with best-in-class product that eliminates distractions and allows her to focus on performance.”
“Throughout the 10 years I’ve been an Under Armour athlete, I’ve experienced firsthand the dedication this brand has to making the best apparel, footwear and equipment for all athletes,” said Lindsey Vonn, world champion downhill skier. “The Armour Bra Collection is just the newest chapter in that story and it offers the innovation, comfort and support that allows me stay focused on the slopes, in the gym and in my everyday life.”
The Armour High Bra is the focal product of the campaign and combines unique style with key design innovations to empower the wearer in every way possible. Its defining features are lightweight gel shoulder straps and a gel encased underwire that provide comfort and support without the bra-induced irritation that women generally experience during activities such as running, kickboxing, and spinning.
Throughout the campaign, which will live digitally on UA.com and in Under Armour Brand House and partner retail locations, Under Armour will host several grassroots events to educate consumers on proper bra fit, use and care. To shop the Armour Bra Collection, visit UA.com and join the conversation using @underarmourwomen and #IWILLWHATIWANT.
