Under Armour is a brand that isn’t afraid to make bold moves. And, its latest video — with new ambassador Gisele Bündchen — focuses less on the apparel and more on making a big, positive statement about inner strength. The campaign features the model in an empty room, working out with a punching bag while messages from her haters (and a few from supporters) are projected on the walls behind her. “She’s nothing special at all” and “she’s old” flash alongside “she's perfect.”
The “haters as fuel” concept was debuted in the brand’s first video for its I WILL WHAT I WANT campaign, which features badass ballerina Misty Copeland dancing while a young girl reads a ballet-academy rejection letter that says she has the “wrong body type for ballet."
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But, athletes, celebrities, and supermodels aren't the only ones who face opposition. Gisele’s video hits a meaningful note for everyone who's ever been told they weren't good enough. And, the ad's message goes beyond just performance apparel and working out; it's about finding empowerment from within. To achieve your goals, you first need to believe in yourself — and no hater's words can take away your hard work.
“This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do, despite the pressures and criticisms we may encounter,” Gisele says in a press release. “Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.”
We’ve said it before, but athleticism comes in all body types and sizes. While Gisele is known as model, that doesn't mean she can't also be an athlete. She played volleyball as a kid and has been outspoken about how she works hard for her physique; lately, she's even been spotted moonlighting as Jimmy Fallon's yoga instructor. Granted, great genes and access to top trainers and chefs helps, but Gisele earns her sweat the hard way: by working out.
Now, what do you will? Get out there and make it happen — trolls be damned.
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