To prove I WILL WHAT I WANT, we signed a woman who was sure to be judged, supermodel Gisele Bündchen. We announced the seemingly unlikely partnership with a teaser film, then used people’s real reactions in our TV ads just two days later. A web experience became a live social experiment. For the first time, the entire online discussion about a single person was happening on one website in real time.

I WILL WHAT I WANT featuring Gisele made uber-masculine Under Armour a symbol of women’s athletic aspiration, generating 1.5 billion media impressions.

$15 million in earned media

28% increase in sales

4 minutes average engagement time

+42% traffic to UA.com

900% increase in Style and Empowerment score

Under Armour 2014 Marketer of the year.

I WILL WHAT I WANT awarded by the United Nations Women for the positive empowerment of women and girls around the world.

UA has overtaken Adidas now second to Nike in the U.S.

Under Armour is a rising star in the sports apparel market, but its uber-masculine image was a polarizing barrier to women. Our brief was to connect with 20- to 35-year-old athletic women by establishing Under Armour as a stylish and empowering brand.

We looked at the larger cultural context of women today and found that they are surrounded by constant pressure. But will, a woman’s inner-strength, gives her the power to overcome all. I WILL WHAT I WANT celebrates women who defy expectations and ignore the noise of outside judgments.