Home / Knowledge / News / Apparel/Garments / 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

Pic: Shutterstock

Apparel/Garments | On 24th Feb 2020

Myanmar's garment units risk closure due to virus impact

Myanmar's garment factories are facing the risk of shutdown as the...

Pic: Shutterstock

Apparel/Garments | On 24th Feb 2020

GMAC urges EU to restore full EBA rights for Cambodia

Expressing disappointment over the recent European Union (EU)...

Pic: Shutterstock

Apparel/Garments | On 24th Feb 2020

Uzbekistan 3rd biggest garment exporter to Kazakhstan

Uzbekistan exported 10,000 tonnes of apparel to Kazakhstan in 2019,...

Interviews View All

Krishnanand Tripathi, Textrade International Ltd

Krishnanand Tripathi
Textrade International Ltd

We believe in vocational education for entry-level employees, offering...

Hannah Lane, Redress

Hannah Lane
Redress

Encouragement from brands will motivate supply chains to become more...

Md Hanifur Rahman, Aman Group

Md Hanifur Rahman
Aman Group

The level of understanding the job role and organisational requirements...

Alon Moshe,

Alon Moshe

Israel-based Twine Solutions is a technology start-up that has developed a ...

Priyanka Gandhi,

Priyanka Gandhi

Established in 2016, Surat-based Shree Ganesh Yarns is a manufacturer of...

Harsh Shah,

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Marcel Alberts, Eurofibers

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Sven Ghyselinck, Devan Chemical

Sven Ghyselinck
Devan Chemical

Headquartered in Belgium and with offices in the United Kingdom, Portugal...

S Ziya Gumuser, Teknomelt

S Ziya Gumuser
Teknomelt

Turkish nonwoven manufacturer Teknomelt has been around for only seven...

Rajesh Pratap Singh, Rajesh Pratap Singh

Rajesh Pratap Singh
Rajesh Pratap Singh

<div>Ace fashion designer <b>Rajesh Pratap Singh</b> has used Tencel to...

Prathyusha Garimella, Prathyusha Garimella

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Varsha Wadhwa, VW

Varsha Wadhwa
VW

Coming from a family that ran a business of jute and linen mills since...

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

Leave your Comments


February 2020

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


Advanced Search