When the Patriarchy’s Bringing You Down... HERE ARE 17 MOVIES…
“I WILL WHAT I WANT” speaks to women who do not wait for permission, advice or affirmation from others in order to go after what they want. It is Under Armour’s extensive campaign that kicked off with the global launch film featuring ballerina Misty Copeland, unapologetically proving that inner strength can trump fate:
The campaign also shows other fierce female athletes using their will to tune out society’s standards to achieve their dreams.
“To will what you want is creating what you want,” says Gisele Bundchen, international model. “It’s not listening to the outside noise. It’s having your clear intention and clear focus and manifesting what it is that you want in your life.”
“We’re real,” says Lindsey Vonn, the most-decorated downhill skier of all time. “We’re tough; we’re gritty. Bam.” While all the women featured in the campaign share an indomitable spirit, 4GGL loves how the brand focuses on how each is her own woman, each has her own unique strengths and vulnerabilities. Gisele brings it all home when she explains to ABC’s Lara Spencer:
“The beautiful thing about women is the whole picture. It’s the heart, the love, the will, the strength, the softness. It’s ALL OF IT that makes us women – our sensitivity and our strength at the same time. The campaign shows all that women carry inside ourselves.”
4GGL thanks Under Armour for this story!
Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel – gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout. Under Armour’s mission is to make all athletes better through passion, design and the relentless pursuit of innovation.