All Together Now: Under Armour Launches New "We Will" Ad Campaign

Under Armour has launched its new #WEWILL campaign, an "evolution of the brand’s signature I Will trademark and part of an effort” that company Founder, Chair & CEO Kevin Plank announced to shareholders in May, according to Lorraine Mirabella of the Baltimore SUN. The campaign is “centered around ways sports can unite, inspire and change the world” and includes a video of UA endorsers “from around the world.” Among those featured in the ad are Warriors G Stephen Curry, golfer Jordan Spieth, Olympians Michael Phelps and Lindsey Vonn and the late Muhammad Ali. The spot was produced in house and debuted Thursday night “on college football broadcasts” (BALTIMORESUN.com, 9/1). The company said that it “wanted to release the ad now in the wake of Hurricane Harvey.” UA in a statement said, "We wanted to use the power of sport to unite, inspire and rally around a common cause” (BIZJOURNALS.com, 9/1).