"I Will What I Want" - Under Armour - USA

"I Will What I Want"
Under Armour signed super model Gisele Bundchen and created a film to help change their brand's masculine image by celebrating all women, defying expectations and ignoring judgement.
 
The campaign created $5 billion of media impressions and $15M in earned media increasing website traffic by 42% and sales by 28% moving Under Armour to the no. 2 sports apparel brand in the US.
 
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