Under Armour took the internet by storm with the launch of their new “I WILL WHAT I WANT” campaign. The first ad, featuring Misty Copeland, has 5.8 million views on Youtube and counting. The campaign was universally accepted by men and women of all ages. It’s encouraging. It’s empowering. A virtually unknown athlete was thrust into the limelight. It sparked discussion on a whether a dancer/ballerina was an athlete.
Under Armour is sure to spark more debate and be in the news this week once again. This morning a teaser video was posted on their official Youtube channel announcing they’ve signed Gisele BÃ¼ndchen. Known usually as just “Gisele” the model and to sports fans as Mrs. Tom Brady. Tom Brady has endorsed UA since 2010 and now his wife will join the team.
Gisele certainly doesn’t need to rely on Tom for money. According to FORBES, the 34 year-old is the world’s highest-paid model (a title she’s held for 8 years in a row) making $47 million a year.
In a tweet this morning, Gisele shared she is “proud to join and celebrate strong women everywhere.” Hard to argue with that train of though regardless of if you’re a fan of hers or not, right?
— Gisele BÃ¼ndchen (@giseleofficial) September 2, 2014
According to the announcement/teaser video we’ll find out on September 4th what UA has in store.
The announcement is already causing controversy on social media. Some are excited. Others not so much. Comments are coming in fast and furious on espnW’s Facebook page and as you might expect they vary from the positive to the not so encouraging.
“I think Gisele can do whatever she wants. I also think that if she’s active, in shape and living a healthy life – her participation past or present in athletics is irrelevant. There is a growing number of women that are participating in healthier lifestyles that were not athletes as young people and those of us that were athletes should stop making fun of them.”
“She does Kung Fu, yoga and lives a really active healthy outdoor lifestyle so I think it’s a good fit to grow UA’s women’s segment.”
“She may be a fashion model, but everyone who puts on under armor clothing is not an ‘athlete’. Aren’t we supposed to applaud all types of women? She is another type of woman. I don’t think her modeling UA would want me to buy it, but no reason to hate her or UA for this deal.”
“Gisele, the not athlete, will be a model for athletic clothing. Cause that makes sense”
“and the rich get richer! Why not use an unknown, someone we can relate to!”
“It’s about fashion now as opposed to sports. Guess I will no longer fit their clothing.”