03 Sep Under Armour Signs Model Gisele Bündchen as Spokeswoman
Under Armour has signed German super model Gisele Bündchen to a roster of spokeswoman for its largest ever global marketing campaign aimed at women.
Under Armour released a 30-second clip showing the model, who is married to Under Armour spokesman and New England Patriots quarterback Tom Brady, decked out in UA apparel preparing to work out on a punching bag with the message “Coming Sept. 4.” While Under Armour declined to elaborate, Bündchen’s official Twitter site noted “I’m proud to join @UAWomen and celebrate strong women everywhere,” with the #IWILLWHATIWANT hashtag. According to Twitter, 1.92 people follow Bündchen on Twitter.
Under Armour kicked off its “I Will What I Want” campaign July 31 by releasing a 60-second video featuring American Ballet Theater ballerina Misty Copeland. That video has since aired as a TV commercial in the United States and drawn more than 5.6 million hits on YouTube. Other women featured in the campaign include world champion downhill skier Lindsey Vonn and US Women’s Soccer Team member Kelley O’Hara. Under Armour has said it will follow up with a fitness app women can use to track their workouts and read fitness tips from Vonn, Copeland, O’Hara, Stephens – and perhaps Bündchen.
Under Armour has said the campaign is aimed at both female athletes and athletic females. The company has told investors it plans to double its sales to women to $1 billion by 2016.