Under Armour’s I WILL WHAT I WANT campaign aims to empower female athletes, and that’s exactly what it does. The inspiring Misty Copeland was featured in their campaign launch video, and in just a minute shared her career struggles with millions of viewers. Misty Copeland is the first African-American female soloist in two decades to be part of the acclaimed Amerian Ballet Theatre, and her story, along with the campaign, had over one billion media impressions in a month. Imagine the change it has brought to dancers-to-be!
I WILL WHAT I WANT is dedicated to celebrating the inner and outer strength of women, and this October, the campaign will reach Singapore and the Phillipines. Through a series of activities via the brand’s digital platforms – Facebook, Instagram, and its mobile application, MapMyFitness – the campaign will focus on growing a strong community of women inspired to keep fit, grow strong and will themselves to success.
The regional campaign will involve a team of local female Under Armour Athletes, including national rower and SEA Games gold medalist, Saiyidah Aisyah, SuperSports360 presenter, Kelly Latimer, Ritual gym’s Stephanie Bovis and Jaymee Ong, the brand ambassador of True Yoga. These Under Armour Athletes represent the broad spectrum of fitness disciplines and personal challenges women can relate to, helping to redefine the idea of what it means to be an athlete.
Women of Will Southeast Asia Facebook App
Under Armour Athletes will act as team leaders to motivate and encourage participants to reach their fitness goals, in addition to providing unique insights into their own exercise routines. This support system allows women to track, share, and analyse their fitness lifestyles. These tips will also help them accomplish their goals and prep them for a secret challenge to be unveiled on 31 October 2014. To motivate participants in achieving their personal fitness goals, weekly rewards such as Under Armour vouchers, discounts and free trial memberships with the brand’s partnering gyms will be given out. Sign-up here on 22 September 2014!
Power in Pink
In addition, Under Armour will be celebrating the women who use fitness and exercise in their fight against breast cancer as part of its local Power in Pink initiative alongside the I WILL WHAT I WANT regional campaign. A 10% donation from the sales proceeds of the Power in Pink series of apparels will be given to champion the Singapore Breast Cancer Foundation’s cause to raise awareness on breast health. Under Armour will also be driving sign-ups through its I WILL WHAT WANT campaign for the foundation’s Pink Ribbon Walk 2014 happening on 27 September.