Under Armour worked with Firstborn on a new website and social media campaign based around its current advertising theme, "I Will". The HTML-based site lets users view dynamic photographs of the athletes in the campaign, with video and interactive product content. Meanwhile with "Show Your iWILL" the brand also invites fans to make "I Will" pledges on Twitter, which are then displayed on the site. Fans can also upload photos of themselves. Online media as well as the TV spots direct people to the microsite.