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Under Armour’s uber-masculine image had become a polarizing barrier to women.

I WILL WHAT I WANT was created to change that, by celebrating women who defy expectations and ignore the noise of outside judgments. I WILL WHAT I WANT launched UA’s global women’s business. It’s been the most successful campaign in the brand’s 16 year history and made Under Armour a symbol of female athletic aspiration.

Under Armour has been awarded marketer of the year, and the work received the Cannes Grand Prix, Best in Show at The One Show and the Gold Effie.