Under Armour recently launched a multi-million-dollar women’s campaign to attract female customers, but their newest ambassador and “athlete,” Gisele Bündchen, was slammed by social media critics.
Ballerina Misty Copeland’s “I will what I want” advertisement was well-received by the public, but media analysts struggled with the idea of a supermodel being referred to as an athlete.
The fitness brand gravitated toward the controversy and released another series of commercials featuring Bündchen–fiercely striking a punching bag–while negative twitter quotes such as “Stick to modeling, sweetie” and “Gisele is soooo fake” filled the background behind her.
“This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the criticisms and pressures we may encounter,” the model said in a statement. “Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.”
Under Armour plans to take down Lulu Lemon and Nike with this rebrand.