Why Everyone Should Know About Under Armour's New "I Will What I Want" Ads

For women, it's sometimes hard to believe "I Will" in a world full of "You Shouldn't".

Last month, Under Armour launched its new 'I Will What I Want' campaign, featuring ballerina Misty Copeland.

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By the end of last year, women's apparel sales only accounted for 30 percent of Under Armour's business. While Under Armour's former "I Will" campaign was successful in terms of overall profit, they just seemed to be missing the mark for women.

Under Armour's challenge was clear: to create a uniquely empowering space for their women's brand to grow. But how could a brand like Under Armour even begin to start a meaningful conversation with women, when brands like Nike and Lululemon are already ruling that space? Should they even try?

First, they had to figure out exactly who they were talking to.

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We all know that campaigns like Always #LikeAGirl and Dove "Real Beauty Sketches" own the market when it comes to emphasizing the importance of having self-confidence.

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The thing is, women that Under Armour really wanted to connect with already have confidence. While they follow elite athletes like Misty Copeland, they, too, are elite. They never give up.

According to Under Armour's ad agency of record Droga5, "'I Will What I Want' speaks to women who do not wait for permission, advice or affirmation from others in order to go after what they want."

Bottom Line: Under Armour isn't going to tell you how to live. They're going to celebrate how you are already living.

Skier Lindsey Vonn / Via droga5.com

Tennis Player Sloane Stephens / Via droga5.com