Under Armour Launches “I Will” Marketing Campaign

A couple of days ago Under Armour announced the launch of its first-ever performance tracking device, the Armour39. Simultaneously, UA took the opportunity to roll out its largest global marketing campaign yet.

The initial spot for the UA “I Will” campaign features some of the brand’s marquee endorsers, including NBA player Kemba Walker and pro baseball player Bryce Harper (amongst others), showcasing what drives them to perform at their best.

“Ten years ago Under Armour became a household name when the brand asked athletes everywhere to ‘Protect this House.’ The response in the iconic commercial, and throughout the years, has been the same: I Will,” said CEO and founder Kevin Plank. “Today, Under Armour inspires the next generation of athletes to unleash their inner resolve and our I Will trademark confirms our promise to continuously redefine the future of performance through innovation that will help give athletes an edge.”

The “I Will” campaign will make its U.S. television debut during this weekend’s NBA All-Star weekend.

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