Sports clothing and accessories brand Under Armour has launched a new campaign aimed at women called "I Will What I Want", involving multichannel video and a fitness-tracking app.
The app, Under Armour WOMEN, is integrated directly with the MapMyFitness series of mobile apps, which was acquired by Under Armour in 2013. It enables users to connect wearable devices or use the phone directly to track activity, fitness and sleep, logging workouts and receiving information on steps taken, distance travelled and calories burned.
The app also acts as a social network, aimed at connecting female athletes, both professional and amateur, with each other, and allowing users to connect with Under Armour-spotlighted athletes who will share motivation and insider training content.
The campaign is supported by online and television adverts featuring the same spotlighted athletes, and a dedicated website in which the athletes share their stories of training, perseverance and overcoming obstacles. The first advert, which has drawn critical praise and already been viewed over 3m times on YouTube in under a week, features ballerina soloist Misty Copeland performing in Under Armour gear while, in voice-over, she reads a refusal letter she received advising her she was not suited to ballet.