Under Armour set out to launch its most expansive women’s campaign to-date with the brand platform “I WILL WHAT I WANT.”

Droga5 was tasked with creating an empowering and beautiful space for Under Armour Women’s brand to grow.

“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. Droga5 developed an extensive campaign that kicked off with the global launch film featuring ballerina Misty Copeland, unapologetically proving that inner strength can trump fate. The campaign goes on to show Misty and other fierce female athletes using their will to tune out society’s standards to achieve their dreams. The campaign includes several pieces of content including films, out of home, print, and a new digital hub.

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Directed by Johnny Green

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