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Under Armour Launches I WILL™, Its Biggest Ever Global Marketing Campaign

The campaign launched today globally online and debuts on television in the US on Saturday, February 16 th on TNT during NBA All-Star Weekend. To view the full spot please visit 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, launching on February 15 th

The brand also showcased its Armour39™ system– a first of its kind digital performance monitoring system designed to uncover the potential within all athletes that train to get better. Launching in March 2013, the system provides a single score WILLpower measurement that reflects an individual's overall effort during a workout session. The Armour39 system 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.

The brand also previewed the UA Spine Venom and Micro G® Toxic Six from the 2013 performance footwear collection and the new ColdGear® Infrared insulated apparel collection.

To follow the I WILL story and learn more about Armour39 and Under Armour innovation, visit and @UnderArmour with #IWILL.

About Under Armour, Inc. Under Armour ® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam's Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company's website at

SOURCE Under Armour

Copyright 2011 PR Newswire. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
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