Under Armour’s efforts to promote its women’s campaign continue with the addition of supermodel Gisele Bündchen, wife of New England Patriot’s Tom Brady (who is also signed with Under Armour). The latest Under Armour advertisement features Bündchen focused on an intense workout, despite the real life criticism appearing around her. The company’s campaign targeting women, entitled I Will What I Want, includes other big-name female brand ambassadors including skier Lindsey Vonn and tennis player Sloane Stephens.
According to Forbes, Under Armour makes about 30 percent of its $3 billion in annual sales from women. They are aiming to increase sales while capturing market-share from Lululemon, which they consider to be the main rival in this lucrative sector. The “womanifesto” ad campaign is part of Under Armour CEO Kevin Plank’s desire to inspire women to athleticism, and in the process increase the company’s women’s apparel sales “to at least equal menswear sales.”
D.A. Davidson analyst Andrew Burns comments, “Under Armour has the most momentum in athletic apparel at the moment judging by revenue growth. . . . The Gisele move seems to make sense.” Bündchen has been the highest-paid female model for eight years in a row, pocketing $47 million in 2013. She brings a unique angle to a campaign that includes another non-traditional female performer, ballet artist Misty Copeland. Bündchen is quoted saying,
“Their campaign is not just athletes. It’s just really about women’s strength and about ‘will what you want’ is not listening to the outside noise, and really focusing [on] your goals. So that’s the idea: It’s about empowering and strong women.”
This new addition to the I Will What I Want campaign will attract new consumers, adding to Under Armour’s traditional athlete following. The company hopes to increase female awareness, and in turn womenswear sales, as it looks to boost its bottom-line.