I will what I want.

August 10, 2014

Under Armour has built an impressive brand for themselves over the years. They are willing to pick up college sports contracts that Nike considers “too small”. Their corporate attitude seems to reflect their longtime slogan of “I will”.

Now they are building on that slogan in celebration of female athletes like Misty Copeland. Copeland was told that she was the wrong body type and, at the age of 13, too old to be a ballerina candidate. In walks Under Armour and #IWILLWHATIWANT to tell her story in a sparse but beautiful commercial.