Under Armour revealed the newest star of its massive woman-focused “I Will What I Want” campaign last week—Brazilian supermodel Gisele Bündchen.
And unlike prima ballerina Misty Copeland, ski champion Lindsey Vonn, tennis star Sloane Stephens, or beloved New York City fitness instructor Natalie Uhling, Bündchen is the brand’s first pick who isn’t a professional or paid athlete.
The choice makes sense, since Under Armour has been saying that while it’s been known as a sports-centric brand in the past, it’s now also “talking to athletic females, not just female athletes.” (Nike used a similar approach recently, when it tapped supermodel Karlie Kloss to show off its new line of sports bras.)
Plus, while Bündchen’s not an athlete, she’s known for her healthy ways, from launching a natural beauty brand and meditating to maintaining a regular workout routine that includes Kung Fu and yoga. Her video for the campaign (below), features her boxing to a background of real social media posts, many of which are overtly critical, like “she’s nothing special at all” and “go back to modeling.”
It’s a powerful reminder that women—even supermodels and their perceived perfection—still face criticism for claiming a place in their profession, or at the gym. And, like them, we all must pummel away at our limitations and criticisms, with or without a punching bag and sweat wicking capris. —Jamie McKillop
For more information, visit www.underarmour.com