How can a challenger brand carve out space for itself in a category dominated by a giant?

Embody the underdog

Under Armour’s biggest competitor is Nike. That’s a pretty intimidating brand to go up against. So, for the launch of their women’s wear line, we embodied the mentality of the underdog and inspired athletes to forge their own paths with the tagline “I Will What I Want.” Our first work featured a new face for a mainstream athletic brand: a ballerina. Misty Copeland ignored the haters on her way up and carved a place for herself at the top of her game.