Under Armour signs Gisele Bundchen

September 02, 2014|Lorraine Mirabella

Under Armour, in the midst of its biggest-ever campaign targeting women, has signed supermodel Gisele Bundchen, the Baltimore-based sports brand revealed today in a 30-second teaser video on YouTube.

"Under Armour announces the signing of Gisele Bündchen, international fashion icon and athletic female, as the latest addition to the I WILL WHAT I WANT campaign," the company said in an emailed statement after posting the video. "Coming September 4."

A company spokeswoman offered no additional details.

Under Armour kicked off its nearly $15 million women's campaign earlier this summer with ads featuring American Ballet Theatre soloist Misty Copeland, a departure from the more traditional athletes who have been the face of the brand. The sports apparel company says it wants to appeal to female athletes and athletic females alike as it aims to grow the $500 million women's business into a segment that will rival or exceed the core men's business.

Bundchen, wife of New England Patriots quarterback Tom Brady, one of Under Amour's highest profile athletes, is shown in the video dressed in an Under Armour jacket and capris walking into a nearly empty loft. She laces up black Under Armour athletic shoes, slips off the jacket and stretches her arms before approaching a heavy bag for a boxing workout the viewer never sees.

In similar fashion to the popular Copeland video, viewed by more than 5.8 million people since its unveiling in July, the Bundchen video ends with a closeup of the athlete and the tag line "I Will What I Want." There's also the teaser, "Coming Sept. 4."

Besides Copeland, Bundchen joins downhill skier Lindsey Vonn,  pro tennis player Sloane Stephens, pro soccer player Kelley O’Hara and pro surfer Brianna Cope in the new "I Will" campaign.

 The unveiling, without any formal announcement by the company, comes two days after Under Armour lost out to rival Nike in its bid to woo Oklahoma City Thunder superstar Kevin Durant to sign a basketball shoe deal. 

Under Armour sees footwear, and particularly the lucrative basketball market, as a key growth area, and had reportedly offered Durant a 10-year-deal worth $265 million to $285 million.

lorraine.mirabella@baltsun.com

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