The world’s highest-grossing supermodel eight years running’s empire only continues to grow. Not only is she growing but breaking down barriers as well for future models to study and follow. Under Armour has signed model Gisele Bundchen to promote it’s products, aiming to appeal more to women. The Baltimore-based company signed Bundchen to a multi-year deal add Bundchen to it’s list of female endorsers, said Diane Pelkey, a spokeswoman for Under Armour. The company announced the partnership by releasing a YouTube video of Bundchen stretching in Under Armour gear.
Under Armour has recently expanded from just selling clothes that go under football jerseys to shoes, yogawear and bags. They now generate more than $500 million in revenue for the women’s business and total sales in the 12 months through this past June were $2.66 billion.
Under Armour premiered its latest Bundchen starring ad campaign “I Will What I Want”. The Brazilian native is filmed viciously kicking and punching a heavy bag with blog comments or “noise” circling around her. “We wanted to show a NEW SIDE of Gisele—the unguarded, raw, real and brave side that shows what it’s like living in the public eye,” said Droga5 creative director John McKelvey. “The campaign shows all the contradicting opinions she is constantly exposed to and the focus and determination it takes to tune out the noise and will what she wants.”