Under Armour hasn’t been shy about its intent to grow its women’s business and the brand’s signing of ballerina Misty Copeland as a brand ambassador earlier this year is testament to that goal. It promised the ad campaign for Copeland would be special, and indeed it is. The spot, (and a new woman-centric website) called “I Will What I Want,” features a voice over reading a letter of rejection written to a young ballerina as Copeland dances in all her athletic glory throughout the spot. And while it’s unknown if Copeland ever experienced such rejection, it kind of matters not. Given what we know of her well-established struggles in her early days as a dancer combined with her grace, beauty and athleticism, the ad spot is both breath taking and compelling. As part of its efforts to speak to women, Under Armour has created a site called.
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