Today, Under Armour launched I WILL WHAT I WANT™, its most expansive global women’s campaign to-date, which includes a new digital destination, IWILLWHATIWANT.com, and app, Under Armour WOMEN, integrated directly with the MapMyFitness mobile apps. Drawn from the brands iconic I WILL™ trademark, I WILL WHAT I WANT™ celebrates the inner and outer strength of women and highlights the brand’s commitment to designing elevated products for athletic females. World champion downhill skier Lindsey Vonn, American Ballet Theatre® soloist Misty Copeland, US Women’s National Soccer Team standout Kelley O’Hara ,and professional tennis player Sloane Stephens will kick-off this campaign at a press event in New York City.
The digital experience will serve as a community for women to track, analyze, and share their fitness and athletic lifestyles. Vonn, Copeland, O’Hara, Stephens and other Under Armour athletes will each actively participate, providing consumers with unique insights into their day-to-day activity and motivations. This will be the first-ever global social sports network where fans and athletes of all levels can meet the pros, build a like-minded community, track daily activity and compete with friends.
Under Armour WOMEN is available for download in iTunes (coming soon to Google Play) and features the first digital social network designed for athletes. This platform will be used to depict real moments of will that each woman has faced in her life, capturing the grace and determination that defined each in her personal triumphs. Major features of the app include:
- Follow athletes: Connect with “Women of Will” and athletes (from world famous to everyday) for motivation and insider training content.
- Measure your activity: Connect a 24/7 Activity Tracker, such as Jawbone UP or the Withings Pulse, or use the iPhone 5S M7 chip to see all-day movement, fitness tracking and sleep monitoring*. Once connected you can view steps, distance and caloric burn. Also view workouts logged within MapMyFitness for a complete daily snapshot.
- Connect with friends: Build a community of like-minded people for encouragement and friendly competition through your current social networks, or mobile device’s contact list.
This new community aims to connect with women in a new way as they continue to embrace the active lifestyle beyond the field, track, gym or court. This campaign highlights Under Armour’s commitment to the female athlete, as well as the athletic female who does not necessarily define herself as an ‘athlete’ in the traditional sense.
*You must be tracking sleep with an approved device to see this data in your dashboard.