The Under Armour sportswear brand launches its biggest advertising campaign, which highlights the label’s striving for innovation and delivering the game-changing solutions for athletes. The new effort under the “I will” tagline, which is set to kick off across the USA on Saturday, provides a sneak peek into the stunning future of sportswear. Tapping into today’s growing trend of featuring hashtags in the TV ads, Under Armour embedded the #iwill message into the latest spot.
The new TV advert showcases the label’s new Armour39 digital performance system (chest strap, an iPhone app and an optional watch), which tracks heart rate an athlete has, calories he or she burns and intensity of the workout. In the end of the video, one can see a women, clad in a futuristic great body suit, which displays data right on the special fabric, without any displays. By tapping on the sleeve, she changes the colour of the outfit from neutral grey to blue and turquoise and even sets the temperature of the suit. The voiceover says, “The next great athletic innovation isn’t available yet, but it’s being built at Under Armour right now.”
The ad also features three male athletes—boxer Canelo Alvarez, basketball player Kemba Walker, baseball player Bryce Harper—and one female athlete, tennis player Sloane Stephens, who are embodying the essence of the brand’s passion towards perfection through hard work and technology. Previously, the Under Armour’s marketing initiatives were targeting male consumers, and this campaign is designed to appeal to both genders. The spot invites viewers to proceed to the www.iwill.ua.com online destination, which is “coming soon.”
«It’s been 10 years since we’ve had an anthem,” commented Steve Battista, Under Armour’s senior VP-brand creative to Ad Age. He also said that the “I Will” advertising effort is a blend of “innovation and inspiration, more grown up, more focused on actual product.” Is Nike with its innovative range (including the celebrated Nike+ products) and inspirational campaigns such as #MakeItCount put under threat by Under Armour now?