At the event the brand unveiled the campaign's principal creative spot featuring Canelo Alvarez , boxing's welterweight World Champion, Sloane Stephens , the only teenager ranked in the top 20 in the WTA, Bryce Harper , the reigning National League Rookie of the Year, and Kemba Walker , who is currently leading his NBA team in points, assists and steals per game. The 60-second spot depicts the next generation of athletes in their authentic training environment outfitted in the brand's most technologically advanced products.
Under Armour CEO and Founder Kevin Plank and Chief Operating Officer Kip Fulks introduced the new campaign and the brand's latest product innovations with the help of NFL Pro Bowler Arian Foster and former MMA Champion and Hollywood star Gina Carano .
"Ten years ago Under Armour became a household name when the brand asked athletes everywhere to 'Protect this House.' The response in the iconic commercial, and throughout the years, has been the same: I WILL," said Plank. "Today, Under Armour inspires the next generation of athletes to unleash their inner resolve and our I WILL trademark confirms our promise to continuously redefine the future of performance through innovation that will help give athletes an edge."
The brand also showcased its Armour39 system– a first of its kind digital performance monitoring system designed to uncover the potential within all athletes that train to get better. Launching in March 2013, the system provides a single score WILLpower measurement that reflects an individual's overall effort during a workout session. The Armour39 system also tracks heart rate, calories burned, and intensity. Designed to seamlessly integrate into any workout, Armour39 allows athletes to uncover precise information about their training and athletic potential.
The brand also previewed the UA Spine Venom and Micro G Toxic Six from the 2013 performance footwear collection and the new ColdGear Infrared insulated apparel collection.
About Under Armour, Inc.
Under Armour is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam's Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China.
Textiles | On 24th May 2016
The Union government has withdrawn the notification on guidelines for ...
Textiles | On 24th May 2016
Ahead of the Budget next month, the All Pakistan Textile Mills...
Apparel/Garments | On 24th May 2016
E-commerce in Italy is expected to grow 17 per cent in 2016 to...
What are the latest trends in hand block printing?
What is the influence of foreign trends and designs on Indian fashion?
Studio Priyanka Rajiv
To which countries does India export majority of its hand-embroidered...
Schlegel und Partner
<b><i>Silke Brand-Kirsch, executive partner of Schlegel und Partner, a...
Technical Absorbents Ltd
<b><i>Mark Paterson, R&D manager of Technical Absorbents Ltd talks about...
<b><i>Steve Cole of Xerium Technologies discusses the industry. Xerium is...
Occasions Elegance Wear
It is believed that by early 19th century, Varanasi weavers had moved away ...
Yash P. Kotak
Bombay Hemp Company
One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...
Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...
Apparel/Garments | On 23rd May 2016