Under Armour adds supermodel Gisele Bundchen to its pitch for women – Baltimore Business Journal
If you were surprised when Under Armour Inc. chose a ballerina as the face of its latest campaign, the company’s newest endorser will turn your head again.
Under Armour (NYSE: UA) signed Gisele Bundchen, the world’s highest-paid supermodel, to endorse the Baltimore sportswear maker, ESPN first reported. Bundchen will join her husband, New England Patriots quarterback Tom Brady, in sporting the brand.
An Under Armour spokeswoman confirmed the deal, but did not disclose the terms.
Adding Bundchen to the women’s campaign is part of the Under Armour’s effort to reach women who consider themselves both “athletes” and “athletic.” Ballerina Misty Copeland pioneered the campaign, tagged with the catchphrase “I will what I want,” when it launched last month.
The announcement comes just after Under Armour lost a bid to Nike Inc. (NYSE: NKE) for the rights to outfit NBA forward Kevin Durant.
Under Armour posted a teaser video on YouTube that features Bundchen sporting the Under Armour logo and preparing to work out with a heavy punching bag. Under Armour will release more details Sept. 4.
Sarah covers hospitality/tourism, minority business, marketing and new media