What is the slogan of Under Armour?

Introducing Under Armour’s 2020 Global Brand Platform—The Only Way Is Through. One last drive.

What was the goal of Under Armour’s I Will what I want campaign?

The campaign seeks to empower and celebrate athletic women. So under Armour partnered with six women: ballerina Misty Copeland, model Gisele Bundchen, skiiers Sloane Stephens and Lindsey Vonn, surfer Brianna Cope, soccer player Kelley O’Hara, runner Natasha Hastings, and trainer Natalie Uhling.

What is Under Armour brand message?

We create fearlessly with the courage and conviction to defy convention. We innovate by taking bold and smart risks. We show up big where athletes train, compete, and recover.

What does protect this house I will mean?

; take care of YOU
Under Armour WILL : “Protect This House” (meaning; take care of YOU).

What consumer group was Under Armour targeting with the I Will what I want campaign?

the female market
The resolution: Targeting the female market with this viral campaign proved to be a winning strategy for Under Armour. Following the success, it surpassed Adidas and moved from the No. 3 spot in the U.S. sportswear market to No. 2 today, second to Nike.

When did the I will what I want campaign start?

July 31, 2014
Launched on July 31, 2014, “I Will What I Want” was Under Armour’s most expansive global women’s marketing campaign to date, featuring women’s soccer star Kelley O’Hara, American Ballet Theatre soloist Misty Copeland, and Vonn.

What is Under Armour brand personality?

The personality of Under Armour is one that is athletic, strong, serious and fit as demonstrated with the sponsorships and the brand ambassadors the company has.

What is Under Armour’s “I will what I Want” campaign?

Such is the power of Under Armour’s “ I Will What I Want ” marketing campaign which comprises of 60-second clips that show powerful female athletes overcoming seemingly insurmountable obstacles to achieve success. In the above clip, we get brought into dancer Misty Copeland’s awe-inspiring ballet story.

Is Under Armour’s “shorter or longer” better?

Shorter is Better: The voiceover in the clip only speaks for a quarter of the video, meaning Under Armour relies on music and movement to tell the rest of the story. Think of your own content strategy.

What is the purpose of the Under Armour ballerina outfit?

It embellishes shadows and stark lighting that accentuate the subject, who is wearing Under Armour apparel instead of the traditional ballerina staple, the tutu. The result is surprisingly effective.