Droga5 Debuts Empowering Campaign for Under Armour Women's Line

"I Will What I Want" Shows Female Athletes Creating Their Own Destiny

Published On
Jul 31, 2014

Editor's Pick

After winning creative duties on Under Armour's women's products last fall, Droga5 today debuted its first work for the brand, "I Will What I Want," an empowering campaign that highlights female athletes' drive to reach their goals despite various obstacles throughout their careers.

The effort kicks off with a one-minute spot starring ballet dancer Misty Copeland, a soloist for the American Ballet Theatre. Directed by Johnny Green, it features gorgeous shots of Ms. Copeland's magnificent, muscular physique as she gracefully moves into various poses. A girls' V.O. suggests an early hurdle in the dancer's career, when at the age of 13 she was rejected from a top school for being too old and not having the right kind of body for ballet.

The campaign also features top athletes such as skier Lindsey Vonne, U.S. Women's National Soccer Team Player Kelley O'Hara and pro tennis player Sloane Stephens. Another key component of the campaign is a mobile experience on iOS where women can keep track of their fitness and keep in touch with a broader community of female athletes. The stars of the campaign will also be involved in the platform, providing women with tips and insights from their own routines.


Jul 31, 2014
Brand :
Under Armour
Client :
Under Armour
Agency :
Droga5-New York
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Creative Director :
John McKelvey
Creative Director :
Hannes Ciatti
Creative Director :
Karen Land
Creative Director :
Casey Rand
Art Director :
Alexander Nowak
Copywriter :
Felix Richter
Chief Creative Officer :
Sally-Ann Dale
Head of Broadcast Production :
Ben Davies
Group Brand Strategy Director :
Donny Jensen
Brand Strategy :
Zach Foster
Senior Communications Strategist :
Alex Kniess
Group Account Director :
Julian Cheevers
Account Director :
Lauren Smith
Account Manager :
Scott Sullivan
Production Company :
Reset Content
Director :
Johnny Green
Director, Photography :
Kasper Tuxen
Executive Producer :
Jeff MacDougall
Executive Producer :
Dave Morrison
Producer :
Bettina Schneider
Editorial :
Trim Editors
Editor :
Tom Lindsay
Assistant Editor :
Mark Potter
Producer :
Anne Lai
Post Production :
The Mill
Executive Producer :
Sean Costelloe
Producer :
Alex Fitzgerald
Colorist :
Fergus McCall
2D Lead Artist :
Richard Lyons
3D Lead Artist :
Christian Nielsen
Music :
Q Department
Sound Director :
Sonic Union
Sound Director :
David Papa
Sound Director :
Rob McIver
Photographer :
Carlos Serrao

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