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 $1B, 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.

90 Second Commercial — Will Trumps Fate
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

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 in the World” issue. 

A New Under Armour
— ESPN
Stunning
— Time Magazine
Case Study — I Will What I Want

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

How Under Armour smacks down the naysayers.

— Forbes
  • 5 bilion media impressions
  • +42% traffic to UA.com
  • +28% in sales
  • Under Armour Marketer of the Year AdAge
Client
Under Armour
Output
  • 4Cs Research
  • Brand Strategy
  • Brand Book and Identity
  • Global Creative Platform
  • Global Women’s Campaign
  • Production - Film, digital and print
  • Communications Planning