Athletic Brand Under Armour Lauches New Campaign For Women
This week Under Armour held a press event to unveil their new campaign, “ I WILL WHAT I WANT” with its focus on women. To date, this is the performance apparel’s largest global marketing campaign for women’s. Under Armour recently reported 2nd quarter apparel revenue growth of 35% from last year, listing women’s studio as one of the driving factors. “I WILL WHAT I WANT” celebrates the inner and outer strength of women and highlights Under Armour’s dedication in designing apparel for athletic females. The new campaign features champion downhill skier Lindsey Vonn, US Women’s National Soccer Team star Kelly O’Hara, and American Ballet Theatre® soloist Misty Copeland. “Today’s athletic female expects the same level of performance and authenticity from her apparel and footwear as the world-class female athlete,” noted Leanne Fremar, Under Armour’s Creative Director. “In addition, she has expectations that the brands she trusts will also deliver the same style quotient that exists in the rest of her closet.” Under Armour also revealed the Fall/Winter 2014 Collection, including the UA Speedform Studiolux sneaker, designed to fit today’s lifestyle by wearing from work to play without missing a beat.