World Class Athletes Battle The Elements In Newest Chapter Of Under Armour's Global I Will™ Campaign

 World Class Athletes Battle The Elements In Newest Chapter Of Under Armour's
                           Global I Will™ Campaign

"Under Armour Makes You Better," Features Lindsey Vonn, Shani Davis, Cam
Newton, Jordan Spieth, Willie Robertson and Other Elite Athletes Showcasing
Innovations Engineered to Perform When the Temperature Drops

PR Newswire

BALTIMORE, Md., Nov. 12, 2013

BALTIMORE, Md., Nov.12, 2013 /PRNewswire/ --At an event in Denver, CO, Under
Armour debuted "Under Armour Makes You Better," and highlighted the science
behind ColdGear® Infrared technology. Kevin Plank, Under Armour Founder and
CEO, unveiled the new campaign with the help of world champion downhill skier
Lindsey Vonn, freestyle skiing sensation Bobby Brown and reigning X Games
champion and snowboard cross athlete Dominique Maltais. 

Co-branded with DICK'S Sporting Goods, the spot is narrated by Plank and
features an all-star roster of athletes including Vonn, Brown, long track
speedskating medalist Shani Davis, NFL star Cam Newton, phenom PGA golfer
Jordan Spieth, distinguished outdoorsman and star of the hit A&E show Duck
Dynasty Willie Robertson, and members of the U.S. Bobsled team. The fast paced
and high-energy montage shows athletes battling extreme conditions and frigid
temperatures with the help of Under Armour's new ColdGear Infrared apparel
line. The newest chapter of the I WILL™ campaign will air duringMondayNight
Football on November 18thwhen the Carolina Panthers meet the New England
Patriots at Carolina. Itwill continue to run on air and in digital platforms,
including ESPN, NFL, Men's Health, Women's Health, Pandora, Stack and many

"Our brand was founded on performance innovation to help give athletes that
little bit of an edge when it counts the most," said Plank. "In the new 'I
WILL' campaign, Under Armour honors the moments of grit and perseverance that
drive athletes to conquer the most extreme conditions and athletic challenges
to unlock their full potential."

"Working with Under Armour on this campaign felt natural to me because it
shows exactly how I face challenges," says Vonn. "When an obstacle gets thrown
at you, you have to put up your shield, move it out of your way and focus on
the next hurdle.That kind of mental toughness is what keeps me going and

Known for its baselayer products that regulate body temperature and enhance
performance, Under Armour has upped the ante with its new ColdGear Infrared
apparel technology, which helps athletes stay warmer for longer without adding
weight. Inspired by the ceramic coating on military planes, the distinct
patterned coating on the inside of the garment absorbs and retains the
wearer's own body heat, allowing athletes to perform at their best regardless
of the cold-weather elements.

At the event, the brand also debuted the groundbreaking innovations built into
the official U.S. Speedskating, U.S. Bobsled and Canadian Snowboarding
uniforms that will be worn by athletes in competition in 2014. The U.S.
Speedskating uniforms feature game-changing performance technologies and
pride-of-country designs created by Under Armour for the international stage.
Developed in partnership with world-renowned global security and aerospace
company Lockheed Martin, the suit designed for the Long Track competition is
the brand's most disruptive and advanced winter sport innovation to date. Full
details on the technology will be released soon.

For the soundtrack, Under Armour partnered with Hudson Mohawke whose new song,
"Scud Books," adds a pulsating instrumental to the storyline.

To follow the I WILL story, visit and on Twitter
using @UnderArmour with #IWILL and #CGInfrared.

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. For further information, please visit
the Company's website at

SOURCE Under Armour

Contact: Diane Pelkey, Under Armour, Inc., 410.246.5927,; Erin Wendell, Under Armour, Inc., 410.454.6570,
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