Under Armour continues to stay in the headlines following a string of events that have undoubtedly been both good and bad for the company. First, there was their commercial featuring ballerina Misty Copeland that went viral, and then there was Nike swooping in to retain Kevin Durant as a sponsored athlete after they offered $200 million USD and the Swoosh countered with $350 million USD. Today brings another one pegged in the “good” column as they’ve enlisted the help of Gisele Bundchen – the top grossing model in 2014 – as part of their ongoing “I Will What I Want” campaign.
“We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what it’s like living in the public eye,” said Droga5 creative director John McKelvey in speaking to Adweek. “To the world, most people have only seen her in a context of beauty and polish. But when we came to Gisele with the idea, she embraced the truth of the concept and its potential to be a positive message.”
“The campaign shows all the contradicting opinions she is constantly exposed to and the focus and determination it takes to tune out the noise and will what she wants.”
In the video below, Gisele throws some serious punches and roundhouse kicks into a bag while social media commentary about the model flashes across the walls behind her — some statements are positive while others are incredibly critical. Despite all the opinions, Gisele manages to drown out the noise and work up a major sweat. Serving up knockouts isn’t the only exercise she fits into her regular schedule — the runway star keeps healthy by switching up her fitness routine.
Gisele’s raw strength is making us want to take up kickboxing; were you inspired?
GISELE BUNDCHEN FOR UNDER ARMOUR 2014 CAMPAIGN
