Under Armour to exploit ‘quiet shift’ of women wearing athletic product outside the gym

Video: Under Armour ‘I Will What I Want’ ad

The stars are fronting the brand’s biggest global marketing campaign for the women’s category. Under Armour says Bündchen’s inclusion signals it is now targeting “athletic females” after prioritising “female athletes” in previous campaigns. It means the business wants prove it has more to offer athletic women than merely sports bras and compression shorts.

The broader focus comes from the need to expand the category, which the business has grown by 20 per cent or more since 2010 to account for $500m (£306m) sales in 2013. Upcoming products will look better, the company claims, without sacrificing the performance as the business looks to protect its share of the market amid greater competition from Nike and Adidas.

The “I Will What I Want” campaign paves the way for the switch, beginning with an online video of Bündchen wearing Under Armour’s products as she kickboxes in a gym while real-life criticism and commentary about her from social media networks is projected on the walls. The concept is extended through an online portal that streams moderated social commentary into videos of Bündchen training.

Under Armour admits the use of a fashion model could alienate some women but hopes the wider campaign’s focus on “the conflicting opinions women face at different points in their lives” quells any concerns. Additional elements of the Droga5-created campaign highlight how the brand’s sports stars have broken barriers to reach the top of their field and spans media tie-ups with titles such as Glamour, People and ESPN.

A mobile app launches alongside the online content, serving as a community or women to track, analyse, and share their fitness and athletic lifestyle. Under Armour’s ambassadors will continue to the hub with tips from their day-today routines.

Leanne Fremar, senior vice president and executive creative director for Under Armour Women, says the campaign is a shift from how the business has targeted women in the past.

“The campaign gives us a long-term platform to reach women who are incredibly active and participate in many sports activities, but probably don’t consider themselves athletes”, she adds.

Under Armour believes its women’s division has the potential to be larger than its men’s. It currently accounts for 30 per cent of the business and the company hopes to £1bn (£612m) by 2016. The company aims to hit $4bn (2.3bn) in total revenue in 2016 and posted $3bn (£1.8bn) in its last financial year.