under armour’s first global marketing campaign will feature sloane stephens, among others

Under Armour logo - Global Campaign with Sloane Stephens

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 ErraniSerena Williams vs. Petra KvitovaMaria Sharapova taking on Sam Stosur; and Agnieszka Radwanska playing Caroline Wozniacki. (Draw: Qatar Total Open Women’s Singles)

(Photo Credit: image via Under Armour)

kit count: australian open women’s QFs

Australian Open logo

The Women’s QF draw at the 2013 Australian Open: adidas (6), Nike (4), Lotto (2), and 1 each for Under ArmourFilaLacoste, and Qiaodan.

Breakdown: See the complete list after the cut…

another pic of bethanie's under armour

Good to see an American presence deeper into a clay tournament, but it had to end at some point: Li Na beat Bethanie Mattek-Sands 6-4, 3-6, 6-4 in the quarterfinals of this week’s Mutua Madrid Open. (Video: See how Li has been training on the dirt)

Going forward: Li’s semifinal opponent will be either Kvitova or Cibulkova, both of who had huge scalps this week: Zvonareva for the former and Kuznetsova for the latter. (Draw: Mutua Madrid Open Women’s Draw)

UA: Bethanie — with her best lothario make-up — already showed off the purple version of this stripey Under Armour tank, and here it is in the black/white colorway.

(Image by Pierre-Philippe Marcou/AFP/Getty Images)

(… we actually like what bethanie is wearing!)

We won’t even bring up pre-match sex: Third seed Francesca Schiavone‘s prep for a defense of her French Open title continued to sputter as she was ousted by Bethanie Mattek-Sands 7-6 (7-5), 6-3 in the third round of this week’s Mutua Madrid Open. (Schiavone lost her first clay event — Stuttgart — to Radwanska.) Up next for Mattek, who also upset Ivanovic in the opening round, is eighth seed Li Na. With Zvonareva and Caro both out, we’re picking Cibulkova to come out of that half. What do you think? (Browse: Mutua Madrid Open Women’s Singles Draw)

Video: Bethanie took some time in Madrid to soak up some local color. Here’s a video of her and hubby Justin getting their caricatures drawn. She really wanted that dimple in there, eh? (What, no eyeblack?) Click on the image above to watch.

Clothes: Under Armour prints can get pretty busy, but we’re loving this one that’ll stay around through the summer. Buy: UA Summer Print Tank; white; $49.99; TW.

More: Two other photos from the Mattek/Schiavone match after the cut…

we want her to go to there

Bethanie Mattek-Sands needs to take her eyeblacking to the next level. Can we make a suggestion?

American on clay: At this week’s Mutua Madrid Open, she’s continuing her run into the single’s draw by beating qualifier Vania King 6-0, 6-2 in the second round. This, of course, after taking out Ana Ivanovic in three sets to start out the event. BMS’ll face the winner of the all-Italian battle between Schiavone and Errani. (Does Sara have the same Fed Cup beef as Vinci?)

Bracket: Mutua Madrid Women’s Singles.

(BMS image via Getty; Tyson image via src)

fed cup: jankovic is one step ahead of the law

Can you convict her of a fashion crime if she’s already in prison stripes? Sneaky, Jelena!

We’ve already pointed out a few highlights from this past weekend’s Fed Cup ties, including Yanina Wickmayer‘s parade and the ladies with their patriotic manicures. Below’s what’s left, including Jankovic in Anta, Sabine Lisicki in geometric Under Armour, and Aravane Rezai toning down but spicing up where it counts: there’s a flirty lace hem on her black skirt!

Photos: after the cut…

flashback: robby ginepri wears UA (with a cause)

Robby Ginepri found out about his fellow Under Armour athletes wearing pieces from the UA Freedom line, a brand initiative launched by UA in collaboration with the Wounded Warrior Project to honor American folks in the service (and also public safety officials) via monetary, product, and volunteer support. And since the 2010 US Open was happening during the 9th anniversary of 9/11, Gineps asked UA to make him a special version of his Edge Crew — this time with the UA Freedom logo on his right sleeve — to wear for the tournament. Robby lost in the first round to Eduardo Schwank 6-4, 7-6 (3), 4-6, 6-3.

The UA Freedom logo.

No word yet on whether Robby will keep wearing UA Freedom gear (or if this was a one-time thing for the Open).

Read up: Find out more about the Wounded Warrior Project.

Buy: Under Armour Edge Crew, $31.99, tennisexpress.com.

More: Ginepri pics after the cut…

be careful what you wish for

TSF got giddy on the train ride to New Haven upon realizing that hard-hitting fashionistas Nadia Petrova and Bethanie Mattek-Sands (yes, their dresses can literally push you around a court) had a second-round meet-up at this year’s Pilot Pen Tennis at Yale.

They didn’t disappoint.

We asked Nadia about her dress, and she thought it cool that she’s the only one wearing Ellesse for competition (no cookie cutters here). She also praised Bethanie’s style (that pink/black/white outfit is from Under Armour, of course), the creativity afforded to the sport by their on-court fashion, and hopes to have a hand in designing her clothes in the future. Will that mean more or less creamsicles? We’re not sure…

Draw: Nadia’s through to the quarters. Draw here.

(photos by TSF)

may igor andreev’s biceps rest in peace

Igor Andreev got the distinction of being Roger Federer‘s opening round opponent at the 2010 Australian Open. He even took away a set from the top seed before falling 6-4, 2-6, 6-7 (2), 0-6.

And more notable is the Russian’s switch from wearing Under Armour, where we got full view of his wares, to the more classic polos of Sergio Tacchini (replacing Tommy Robredo, who’s now with Los).

Thankfully, Igor’s wearing a polo in a size that’s proportional to his body. And he leaves all but one button undone (are you taking notes, Andy Roddick?).

Andreev’s duties at the Aussie Open aren’t done, though. Now he gets to play the supportive bf while Maria Kirilenko plays in a quarterfinal match against Zheng Jie.

More: Two more pics of Igor after the cut…

anti-murphy’s law: igor andreev

Lots of things are going right in Igor Andreev‘s book:

1) The 22nd seed at this week’s BNP Paribas Open just upset 11th seed Jo-Wilfried Tsonga in the third round (and will face Ljubicic in the fourth).

2) He’s wearing some nice Under Armour right now. That Dropper Sleeveless Crew, in azure/sunlight, is $39.99.

3) Who knew he had pecs like throw pillows? <3

(IW photo via Getty Images; practice photo via Craig Hickman)