Today, Under Armour unveiled the latest addition to its women's collection, a line of sports bras, and along with it, a new series of ads from Droga5 continuing its "I Will What I Want" campaign.
The new print ads feature the company's spokeswomen -- dubbed by Under Armour its "Women of Will" -- Misty Copeland, Gisele Bundchen, Lindsey Vonn, Kelley O'Hara and Brianna Cope. Each stands in a proud pose, accompanied by a bold message that plays off the familiar language of traditional bra advertising to create empowering statements: "I will not be unsupported," "I will not be distracted," "I will not be uncomfortable," "I will not be restricted."
"Woven into the Armour Bra product launch is a deeper goal of connecting with women at all levels of sport and all stages of their lives, and changing the way they think and talk about sports bras," said Under Armour SVP-Brand Marketing Adrienne Lofton in a statement. "We believe that a woman shouldn't have to compromise or settle in any area of her life, and that includes her choice of sports bra."
The campaign will appear at retail locations and will live digitally on UA.com.