No Sissy Undies Here: Under Armour Debuts Bra Line With Powerful Print Ads

Empowering Messages Turn Typical Underwear Marketing Language on Its Head

Published On
Jul 14, 2015
I Will What I Want - Bra Campaign

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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


Jul 14, 2015
Brand :
Under Armour
Client :
Under Armour
Agency :
Droga5-New York
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Creative Director :
Alexander Nowak
Creative Director :
Felix Richter
Copywriter :
Yahkeema Moffitt
Junior Copywriter :
Kathryn Kvas
Art Director :
Matt Nall
Junior Art Director :
Vignesh Seshadri
Chief Creative Officer :
Sally-Ann Dale
Head of Art Production :
Cliff Lewis
Senior Art Producer :
Julia Menassa
Senior Print Producer :
Alyssa Dolman
Senior Retoucher :
John Ciambriello
Group Director, Strategy :
Harry Roman
Senior Strategist :
Candice Chen
Group Account Director :
Julian Cheevers
Account Manager :
Lucy Santilli
Account Director :
Brian D'Entremont
Associate Account Manager :
Scott Bubis
Project Manager :
Monique Lavie
Chief Executive Offier, Founder Under Armour :
Kevin Plank
Executive Vice President, Global Marketing :
Adam Peake
Senior Vice President, Brand Strategy :
Rick Anguilla
Senior Vice President, Brand Marketing :
Adrienne Lofton
Senior Vice President/Executive Creative Director :
Leanne Fremar
Brand Manager, Women's :
Kameryn Stanhouse
Associate Brand Manager, Women's :
Cate Goytisolo
Associate Brand Manager, Women's :
Molly O'Hara
Photographer :
Cass Bird

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