Client Spotlight: Under Armour uses video to celebrate female athletes

Screen-Shot-2014-07-31-at-12.50.29-PM-866x290Liveclicker is fortunate enough to work with some of the most innovative video programs in the eCommerce industry. This week I want to highlight Liveclicker client, Under Armour, for stepping outside of the box with their latest video marketing campaign. The campaign, “I Will What I Want,” features elite female athletes and was created to promote Under Armour’s women’s line of athletic apparel.I will what I want

The first video in the “I Will What I Want” series features Misty Copeland, a soloist with the American Ballet Theatre, who appears not in her standard leotard, but rather in UnderArmour’s new line of athletic apparel. This video challenges the popular notion that dance is a frivolous sport, and showcases the sport as an innovative way of embodying women empowerment.

Watch Misty in action in the video below:

To learn more about Misty Copeland, you can access her story as well as several other female athletes such as Lindsey Vonn, Sloane Stevens, and Kelley O’hara through their video profiles on the Under Armour  website.