Under Armour announced on February 12 the launch of their first ever global marketing campaign, I WILL™. The campaign aims to highlight athletic passion and UA’s “commitment to engineering innovative products that provide real performance advantages.” At the event the brand unveiled the campaign’s principal creative spot featuring Canelo Alvarez, boxing’s welterweight World Champion; Sloane Stephens; Bryce Harper, the reigning National League Rookie of the Year; and Kemba Walker, who is currently leading his NBA team in points, assists and steals per game. The minute-long ad shows the athletes in their authentic training environment wearing Under Armour products.

“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 UA 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 campaign launched Tuesday globally online (watch it above) and debuts on television in the US on Saturday, February 16, during NBA All-Star Weekend (TNT). The spot will also air on multiple networks including ESPN and MTV. Other elements include digital, OOH, grassroots, international extensions, a social competition and a new microsite, IWILL.ua.com launching on February 15, 2013.

The brand also showcased its Armour39 system – a digital performance monitoring system which helps improve training, scheduled for a March 2013 launch. The system provides a single score WILLpower measurement that reflects an individual’s overall effort during a workout session and also tracks heart rate, calories burned, and intensity. Designed to seamlessly integrate into any workout, Armour39 allows athletes to uncover precise information about their training and athletic potential.

Sloane in Doha: Stephens, ranked 17th, was entered as the 16th seed in the Qatar Total Open, held in Doha this week. She beat Anna Tatishvili in the opening round before falling to the Czech Republic’s Klara Zakopalova, losing the second and third sets in tiebreaks. The quarterfinals will be played tomorrow, with Victoria Azarenka, who double-bageled McHale, facing Errani; Serena Williams vs. Petra Kvitova; Maria Sharapova taking on Sam Stosur; and Agnieszka Radwanska playing Caroline Wozniacki. (Draw: Qatar Total Open Women’s Singles)

(Photo Credit: image via Under Armour)