Gisele steps into the ring.
Under Armour has named the supermodel as its latest Women of Will ambassador, joining ballerina Misty Copeland of the American Ballet Theatre.
In the 60-second film for the brand’s “I Will What I Want” campaign, Bündchen can be seen exercising her raw athleticism on a punching bag, as comments — both positive and negative — streamed from social media platforms populate the training walls.
“Most women at a certain point in their life encounter contradicting opinions, expectations, praise and criticism,” said Leanne Fremar, SVP and executive creative director at UA. “Having lived her life in the public eye since she began modeling at 16, Gisele knows what it means to focus inward in order to beat the noise and achieve her own goals.”
Wearing pieces from the brand’s StudioLux, HeatGear and Legacy styles, the Brazilian model highlights the fall ’14 collection.
“This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the pressures and criticisms we may encounter,” Bündchen said. “Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.”
UA worked alongside advertising firm Droga5 to create the campaign concept, which in addition to the film, includes a social engagement platform. After seeing the initial reaction to the announcement of Bündchen working with UA, Droga5 CEO Sarah Thompson said the team incorporated the public commentary to show the strength required to succeed amid external opinions.
The film clip will appear digitally on websites including Glamour, People, ESPN and more.