Hasta La Creative!

The “I Will What I Want” campaign that launched in late summer is a prime example. One of the architects is Leanne Fremar, senior VP and creative director-women’s business, whom Mr. Plank wooed two years ago from fashion brand Theory.

While Under Armour’s women’s line had progressed from its early “shrink it and pink it” days, the brand had yet to launch a global women’s campaign. Ms. Fremar started with a wish list of endorsers, including some unorthodox picks for an athletic brand: Misty Copeland, who stars for the American Ballet Theatre, and supermodel Gisele Bndchen.

Ms. Fremar calls the campaign strategy a “woman-a-festo,” saying Under Armour sought to break through the “sea of sameness” in the category. The insight behind “I Will What I Want” was not “you go, girl,” she said. The goal was to celebrate women “who had the physical and mental strength to tune out the external pressures and turn inward and chart their own course.”

Continue reading at AdAge.com