Redefining Under Armour

A common client problem with which we are challenged is how to make a brand relevant to a new segment of consumers.

Under Armour, traditionally known as a male sportswear brand, has attempted to reach out to female consumers – and steal share from struggling competitor Lululemon -- with its “I Will What I Want” campaign, which recently captured the Grand Prix at the 2015 Jay Chiat Awards for Strategic Excellence.

You can see examples of the creative, featuring Giselle Bundchen and Misty Copeland. The messages are very powerful – consistent with Under Armor’s brand image, but specifically geared toward women. The digital aspect of the campaign was clever, as viewers could watch the ads “live” online and see all the related social media comments occurring in real time, so each time you watched the ad, you had a new experience.