The global campaign launches with a TV ad starring Copeland, a soloist with the American Ballet Theatre, and expands on Under Armour’s mantra “I Will” with the tag line “I Will What I Want.”
“We focused on the brand identity and then evolved it through a female filter,” said Leanne Fremar, SVP and executive creative director of Under Armour.
She added that the firm’s mission was to reach the four out of five women who consider themselves athletic but not an athlete. The main challenges, according to Fremar, were to provide performance and style simultaneously, and to prove that the brand understands how women live.
Under Armour CEO Kevin Plank recalled the company’s women’s strategy has evolved from a lackluster “shrink it and pink it” mentality to having a dedicated team overseeing product and marketing.
He pointed out the brand’s women’s division is now a $500 million business, representing 30 percent of total sales. That’s up from 20 percent in 2005, when the firm went public. Plank said Under Armour is positioning women’s to eventually equal or surpass the men’s business.
Downhill skier Vonn, who has worked with the brand for nearly 10 years, told the crowd this was a long time coming. “I’ve been pushing KP for a long time to really get into women’s,” she said. “Leanne has been a great addition to the team and I think they’ve hit a home run with this campaign. It’s inspiring to me to see what these other athletes are doing and to know that women everywhere are striving for the same things.”