Under Armour’s “I Will What I Want” Campaign
- Case Studies
Naren Vish- 0
- 3 minutes read
Under Armour’s “I Will What I Want” campaign was launched in 2014 and is a powerful example of how an effective marketing campaign can inspire and empower women. The campaign featured female athletes like Misty Copeland and Gisele Bundchen, who overcame obstacles to achieve their goals. The campaign not only helped Under Armour tap into the growing market for women’s athletic apparel but also inspired a new generation of female athletes to pursue their passions and achieve their dreams.
Campaign Strategy:
The “I Will What I Want” campaign was designed to target women who are interested in sports and fitness. It aimed to inspire and empower women to pursue their athletic dreams by showcasing the stories of successful female athletes who overcame obstacles to achieve their goals. The campaign featured a series of ads and videos, which were designed to showcase the hard work and dedication required to achieve success in sports.
Results:
The “I Will What I Want” campaign was a huge success for Under Armour. The company reported a 28% increase in sales of women’s athletic apparel in the first quarter of 2015, which was directly attributed to the success of the campaign. The campaign also helped to establish Under Armour as a leader in the women’s athletic apparel market, increasing brand awareness and driving customer loyalty.
Conclusion:
The “I Will What I Want” campaign by Under Armour is a powerful example of how marketing can be used to inspire and empower women. By featuring powerful stories of female athletes who overcame obstacles to achieve their goals, Under Armour was able to tap into the growing market for women’s athletic apparel and inspire a new generation of female athletes to pursue their dreams. The campaign offers valuable lessons for marketers, highlighting the importance of empowering messaging, user-generated content, and interactive website design. The success of the “I Will What I Want” campaign has cemented Under Armour’s position as a leader in the women’s athletic apparel market and serves as an inspiring example of how marketing can be used to promote positive change in society.
