In a world where instant gratification reigns supreme and easy how-to listicles flood the internet, we start to believe that everything is available just by clicking a button. However, while we’ve become so connected, we’ve become disconnected from the reality of the hard work that goes into the greatest achievements. In its new campaign, Under Armour is reminding us there are no shortcuts to greatness.
In 2014, Under Armour announced its largest ever global women’s marketing campaign, “I Will What I Want,” featuring the likes of American Ballet Theatre soloist Misty Copeland, champion downhill skier Lindsey Vonn, supermodel and entrepreneur Gisele Bundchen, pro surfer Brianna Cope; and U.S. Women’s National Soccer Team standout Kelley O’Hara, among others. Each woman represents a celebration of strength and perseverance, and embodies the campaign’s mantra — I Will What I Want.
“I’m excited to be part of the Under Armour women’s campaign and to be able to inspire women as they find the will to pave their own way, just as I have in my own career,” said Copeland in statement.
In 2015, Under Armour created a sister campaign it named “I Rule,” showcasing training as a lifestyle and not a chore. Since then, brand ambassadors such as Stephen Curry and Jordan Spieth demonstrated the hard work they put in on their road to glory. Yesterday, in the second chapter of the “I Rule” campaign, Under Armour highlighted the hard work and dedication of the U.S. Women’s Gymnastics team. The ad, created by agency Droga5, features the grueling workouts done by the women gymnasts in preparation for the 2016 Summer Olympics in Rio. It leaves anyone inspired to work just a little be harder.
“By providing this peek behind the curtain of our athletes’ lives, we hope to inspire young athletes all over the world to push beyond their perceived limitations in order to achieve their ultimate goals,” said Adrienne Lofton, Under Armour’s senior vice president of global brand marketing (and 2016 Top Women in Retail honoree). “We truly believe it’s what athletes do in the dark, when no one is watching, that ultimately puts them in the spotlight they deserve.”
Congrats to Lofton and Under Armour on an excellent campaign. And remember ladies — stay humble, hustle hard.