An impressive new sports bra campaign from Under Armour takes aim at a problem that’s familiar to women everywhere — the bombardment of negative reinforcement that accumulates over a lifetime, undermining your self-esteem and creating a colossal barrier to personal achievement.
Under Armour‘s response to life’s chorus of haters? Shake it off, and stay focused.
The new campaign is the latest iteration of UA’s ‘I Will What I Want’ project that uses celebrity ambassadors as role models of determination in the face of doubt and detractors.
Though internationally renowned, the five so-called “Women of Will” — skier Lindsey Vonn, ballet dancer Misty Copeland (above), model Gisele Bundchen, surfer Brianna Cope and soccer player Kelley O’Hara — are presented as inspirational examples of women who have rebounded from adversity to reach the pinnacle of their respective professions. Gisele, for example, may be the highest-paid supermodel in the world today, but she was rejected 43 times early in her career before getting her first paid gig.
Each of the campaign’s images includes powerful statements that push back against negative judgment, and are reminiscent of last year’s viral #likeagirl self-confidence campaign from Always that was shared millions of times by girls around the world.
Whether you’re an athlete or not, if you’ve ever been labeled, doubted, judged, underestimated, ignored, underrated or simply dismissed, you’ll want these images on your bedroom wall to remind you to shake it off and fight on.
They’ll be used in retail store displays and at grassroots events sponsored by the company this summer.
It’s also worth noting that the point of all this is to draw attention to Under Armour‘s latest collection of high-performance sports bras, which are grouped into High/Mid/Low styles depending on the level of activity involved and support required. Innovations include gel-encased straps and underwires and superior four-way stretch and wicking properties.
Here’s the full series of campaign images.