Under Armour Launches I WILL™, Its Biggest Ever Global Marketing Campaign
Campaign Showcases Newest Innovation and Defines the Brand's Vision for the
BALTIMORE, Feb. 12, 2013
BALTIMORE, Feb. 12, 2013 /PRNewswire/ --Today,Under Armour (NYSE:UA), the
leading sports performance apparel, footwear, and accessories brand, launched
I WILL™, its biggest ever global marketing campaign, at a press event in New
York City. Featuring Under Armour's iconic I WILL trademark, the campaign
brings to life the passion and determination that drives all athletes and
Under Armour's commitment to engineering innovative products that provide real
performance advantages. At the event the brand unveiled the campaign's
principal creative spot featuring Canelo Alvarez, boxing's welterweight World
Champion, Sloane Stephens, the only teenager ranked in the top 20 in the WTA,
Bryce Harper, the reigning National League Rookie of the Year, and Kemba
Walker, who is currently leading his NBA team in points, assists and steals
per game. The 60-second spot depicts the next generation of athletes in their
authentic training environment outfitted in the brand's most technologically
(Photo: http://photos.prnewswire.com/prnh/20130212/NY58775 )
Under Armour CEO and Founder Kevin Plank and Chief Operating Officer Kip Fulks
introduced the new campaign and the brand's latest product innovations with
the help of NFL Pro Bowler Arian Foster and former MMA Champion and Hollywood
star Gina Carano.
"Ten years ago Under Armour became a household name when the brand asked
athletes everywhere to 'Protect this House.' The response in the iconic
commercial, and throughout the years, has been the same: I WILL," said Plank.
"Today, Under Armour inspires the next generation of athletes to unleash their
inner resolve and our I WILL trademark confirms our promise to continuously
redefine the future of performance through innovation that will help give
athletes an edge."
The campaign launched today globally online and debuts on television in the US
on Saturday, February 16^th on TNT during NBA All-Star Weekend. To view the
full spot please visit http://www.youtube.com/watch?v=oYCvIr0fWnM. The spot
will also air on multiple networks including ESPN and MTV. Other elements
include digital, OOH, grassroots, international extensions, a social
competition and a new microsite, IWILL.ua.com launching on February15^th.
The brand also showcased its Armour39™ system– a first of its kind digital
performance monitoring system designed to uncover the potential within all
athletes that train to get better. Launching in March 2013, the system
provides a single scoreWILLpowermeasurement that reflects an individual's
overall effort during a workout session. The Armour39 system also tracks heart
rate, calories burned, andintensity. Designed to seamlessly integrate into
any workout, Armour39 allows athletes to uncover precise information about
their training and athletic potential.
The brand also previewed the UA Spine Venom and Micro G® Toxic Six from the
2013 performance footwear collection and the new ColdGear® Infrared insulated
To follow the I WILL story and learn more about Armour39 and Under Armour
innovation, visit www.facebook.com/underarmour and @UnderArmour with #IWILL.
About Under Armour, Inc.
Under Armour^® (NYSE: UA) is a leading developer, marketer, and distributor of
branded performance apparel, footwear, and accessories. The Company's products
are sold worldwide and worn by athletes at all levels, from youth to
professional, on playing fields around the globe. The Under Armour global
headquarters is in Baltimore, Maryland, with European headquarters in
Amsterdam's Olympic Stadium, and additional offices in Denver, Hong Kong,
Toronto, and Guangzhou, China. For further information, please visit the
Company's website atwww.ua.com.
SOURCE Under Armour
Contact: Diane Pelkey, Under Armour, Inc., +1-410-246-5927,
firstname.lastname@example.org; Erin Wendell, Under Armour, Inc., +1-410-454-6570,
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