Under Armour may have failed to land the endorsement services of Kevin Durant, but the Baltimore based apparel brand is already moving forward, and in a major way. UA just announced the signing of supermodel Gisele Bündchen, and launched the newest chapter of I WILL WHAT I WANT, the brand's most expansive women’s campaign in their history.
In the ad, Under Armour highlights her raw athleticism in the video, and showcases her ability to tune out the public's opinion of her and stay focused on her goals. In the spot, Gisele is shown working out in a room that keeps displaying comments from critics and supporters, and is showing a side of her many people don't get to see, as much of the general public writes her off as a supermodel, and nothing more.
“Most women at a certain point in their life encounter contradicting opinions, expectations, praise and criticism. Having lived her life in the public eye since she began modeling at 16, Gisele knows what it means to focus inward in order to beat the noise and achieve her own goals.” said Leanne Fremar, Senior Vice President and Executive Creative Director, Under Armour Women’s. “Along with scaling to the heights of her profession as a model and a global fashion icon, she’s an incredibly athletic woman, dedicated to her practice of martial arts and yoga.”
Gisele joins other Women of Will ambassadors, including Misty Copeland, who was the first to run the campaign the Under Armour. This may be a new trend in the sporting world, as Nike recently signed supermodel Karlie Kloss to help debut their upcoming Fall apparel line.
Check out the commercial above, and let us know what you think of Under Armour's signing of Gisele in the comments. Here's how Twitter reacted:
— Missy Burlin (@MissyBurlin) September 4, 2014
— Amanda Chen (@missamandachen) September 4, 2014
— Hannah Gowans (@hannah_gowans) September 4, 2014
— Erin Snow❄️ (@TheErinSnow) September 4, 2014
— Emily Carlucci (@emilycarlucci) September 4, 2014