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Under Armour's taking those inspirational Misty Copeland and Gisele Bündchen "I Will What I Want" commercials and using that same sentiment to sell sports bras. In a new campaign for the brand's just-launched bra line, model Gisele, skier Lindsey Vonn, ballerina Misty Copeland, soccer player Kelley O’Hara, and surfer Brianna Cope all appear in stark ads emblazoned with sentiments from the athletes' haters and then a bra-based motivational statement.
Or as Under Armour's press release puts it: "Content from the campaign depicts each of these women and their declarations in overcoming doubt and setbacks related to their womanhood. The statements also gives voice to what women everywhere want and need from their sports bras, a perspective that has often gone unheard."
Under Armour senior vice president of brand marketing Adrienne Lofton called this campaign the "second chapter" to the brand's "I Will What I Want" series. "Sports bra campaigns can be pretty vanilla," she told WWD. "But this will be about crushing your workout and your life."
Under Armour's new bra collection is divided into three categories based on different types of exercise. There are bras for low-impact workouts like yoga, pilates, hiking, and walking ($24.99); bras for mid-impact activities like cycling, boxing, weights, and elliptical machines ($24.99 to $29.99); and a bra for high-impact activities like running, HIIT classes, and field or court sports ($54.99). The fancy high-impact bra features gel-lined straps, molded foam cups, a mesh back panel, and elastic band with adjustable hook-and-eye closure.
Under Armour's been frantically targeting female shoppers, and CEO Kevin Plank recently acknowledged that the brand still has plenty of work ahead of it in the womenswear department. Womenswear currently represents around 30% of Under Armour’s apparel sales, or around $600 million, according to WWD.