Under Armour promises innovation to start "I will" campaign

02/12/2013 | Advertising Age (tiered subscription model)

The latest commercial from Under Armour boasts that it is building the next great innovation for athletes, showing high-tech and futuristic training devices and introducing the tagline "I will." Basketball player Kemba Walker and baseball's Bryce Harper are among the athletes featured. The brand launches a global campaign with the spot this weekend, part of what will likely be a 20% increase in the brand's spending, according to Under Armour's Steve Battista.

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