Under Armour is launching I WILL WHAT I WANT, its “most expansive global women’s campaign to-date,” which includes a new website – IWILLWHATIWANT.com, and app – Under Armour WOMEN, integrated directly with the MapMyFitness mobile apps.
Drawn from the I WILL trademark, I WILL WHAT I WANT “celebrates the inner and outer strength of women,” while highlighting the brand’s commitment to designing elevated products for athletic females. World champion downhill skier Lindsey Vonn, American Ballet Theatre soloist Misty Copeland, US Women’s National Soccer Team standout Kelley O’Hara, and professional tennis player Sloane Stephens will kick-off this campaign at a press event in New York City. They will be joined by other Under Armour athletes to provide users with insights into their day-to-day activity and motivations.
The Under Armour WOMEN app allows users to follow athletes, measure one’s activity by connecting to an activity tracker such as Jawbone UP or the Withings Pulse, and connect with friends.The digital experience will serve as a community for women to track, analyze, and share their fitness and athletic lifestyles. According to Under Armour, this will be the first-ever global social sports network where fans and athletes of all levels can meet the pros, build a like-minded community, track daily activity and compete with friends.
The earlier mentioned Under Armour WOMEN app is available for download for iPhone users with Android version coming soon to Google Play. The application allows users to follow athletes, measure one’s activity by connecting to an activity tracker such as Jawbone UP or the Withings Pulse, and connect with friends.