Home / Knowledge / News / Under Armour launches I WILL marketing campaign globally
Under Armour launches I WILL marketing campaign globally
13
Feb '13
Under Armour, the leading sports performance apparel, footwear, and accessories brand, launched I WILL, its biggest ever global marketing campaign, at a press event in New York City. Featuring Under Armour's iconic I WILL trademark, the campaign brings to life the passion and determination that drives all athletes and Under Armour's commitment to engineering innovative products that provide real performance advantages.

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.

Under Armour

Must ReadView All

Apparel/Garments | On 25th Jun 2016

AEPC fears Brexit will hurt Indian apparel exports

The Apparel Export Promotion Council (AEPC) expressed its...

Courtesy: ITMF

Textiles | On 25th Jun 2016

Global yarn output up 20% q-o-q in Q1 2016: ITMF

The global yarn production increased by 20 per cent...

Courtesy: Balmain

Fashion | On 25th Jun 2016

Qatari investment fund buys French label Balmain

Mayhoola for Investments, an investment fund backed by the Emir of...

Interviews View All

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

How was your experience of a collaborative stall at ITMA 2015? Please...

Amrit Sethia
SOIE

What are the emerging trends in the intimatewear category for women in...

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
june 2016

F2F Magazine

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


Advanced Search