Today, Under Armour announced the evolution of its previous campaign “I WILL.” The new “#WEWILL” campaign is dedicated to bring people together through the power of sports.
The new WEWILL campaign spot (featured below) showcases Under Armour athletes from around the world — Misty Copeland, Stephen Curry, Cam Newton, Michael Phelps, Jordan Spieth, Aaron Judge, and even an appearance from Muhammad Ali — who all believe in the boundless power of sport.
“At Under Armour, we love sports. We also like to dream big which is exactly what our team was doing a few months ago when they sparked an idea…sports will change the world,” said the brand in a statement. “This campaign is utilizing the MyFitnessPal blog to host not only the new film, but the brand narrative about the power of sports to inspire and act as a catalyst for change.”
The MyFitnessPal blog was started by UA to showcase personal stories of success and transformation of people from all walks of life.
Though the campaign had been under wraps for the last couple months, the devastation brought about by Hurricane Harvey caused UA to publicly announce #WEWILL.
Under Armour has partnered with Team Rubicon, a first responder organization that deploys former service members to emergency situations, to offer aide to Hurricane Harvey victims. With UA, Team Rubicon has outlined three goals that it hopes to accomplish: securing the safety of those affected, stabilizing the community and helping residents return to their homes, and returning children to school and sports.
You can help those affected by Harvey with the SHOU Drive. To learn more about Team Rubicon, click here.
Finally, Under Armour has launched @UANews on Twitter for any news concerning Under Armour and the #WEWILL campaign.
Under Armour’s message with WEWILL? Sports will change the world.
Source: Under Armour
No Bryce Harper?