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)