I Will What I Want

Marketer of the Year

Positive Empowerment of Women

Work created at previous agency
How an uber-masculine sports brand became a new symbol for female athletic aspiration.

As Under Armour looked to grow its women’s business to $1 billion, it became clear that their testosterone-fueled image failed to connect with women. "I Will What I Want" was created to change that by celebrating women who defy expectations and ignore the noise of outside judgments.

Will Trumps Fate (90-Second Commercial)
The world told Misty Copeland she’d never be a ballerina—but will trumps fate.

The campaign launched with the inspiring personal story of Misty Copeland, the first African American ballerina soloist for the American Ballet Theatre. In spite of the countless rejection letters Misty received as a young girl, she pursued her passion and persevered.

Like many women, I was told that I wasn’t good enough and that I couldn’t succeed, but I willed myself to where I am now.

— Misty Copeland, Time

10 best sports moments of the year

— Wall Street Journal

The campaign became a viral sensation extensively covered by worldwide media, generating 3.5 billion media impressions and $20 million in earned media. In less than 12 months, Misty Copeland catapulted from a New York City ballet star to the cover of Time magazine’s “Most Influential People” 2015 issue. 

A new Under Armour
— Time magazine
I Will What I Want (Case Study)

Following Misty’s launch of "I Will What I Want," Under Armour announced the signing of Gisele Bündchen. The supermodel proved that “Will Beats Noise” in a synchronized social experiment. 

How Under Armour smacks down the naysayers.

— Forbes
  • 5 billion media impressions
  • 42% traffic to UA.com
  • 28% in sales
  • Under Armour Marketer of the Year, AdAge
Under Armour
  • 4Cs Research
  • Brand Strategy
  • Brand Book and Identity
  • Global Creative Platform
  • Global Women’s Campaign
  • Production: Film, Digital and Print
  • Communications Planning