Gisele Bunchen In Under Armour's 'I Will What I Want' Campaign Proves Supermodels Can Be Athletes Too
Gisele Bundchen has been busy, what with landing on Forbes' list of highest paid models, successfully nominating Anna Wintour for the Ice Bucket Challenge, and, now, starring as the first non-athlete spokeswoman for Under Armour's incredible "I Will What I Want Campaign." Leave it to Gisele to prove supermodels can be gorgeous and badass at the same time.
Under Armour launched "I Will What I Want" in August with an emotional TV spot featuring American Ballet Theater soloist Misty Copeland. It marked the first time the brand has used a so-called "non-traditional" athlete in a major campaign. Now they've followed up with Bunchen, decidedly more known for her Brazilian good looks than for her athleticism. Nevertheless, her UA video shows her kickboxing like a BAMF while words of both criticism and support appear in the background.
“After the initial announcement of Under Armour’s partnership with Gisele, we decided to use its unexpected, surprising nature to our advantage,” said Sarah Thompson, Chief Executive Officer, Droga5 in a press release, “We looked at how the public was responding and incorporated those comments to show the strength it takes to transcend external opinions and succeed in today’s world.”
With the video, UA effectively harnesses the power of controversy to mimic the scrutiny women often face from society. Because Gisele is a model, she can't also be an athlete, right? Wrong! According to Under Armour, any woman can be an athlete. That's the beauty of "I Will What I Want." It's an ad campaign, yes (and you will want to buy Under Armour after watching this vid) but it's also making a statement.
This unexpected partnership will naturally provide advantages for both parties. Having Gisele attached to the brand might attract a new type of customer to Under Armour while simultaneously giving the supermodel a chance to branch out. If you want to see Gisele get a little sweaty (because of course you do) and feel empowered at the same time, check out the video below.
Image: Under Armour