When Under Armour announced that supermodel Gisele Bündchen would be one of the faces for their new ad campaign, some people didn't think she was up to the job. Detractors took to social media posting comments about how she was just a model and modeling isn't a sport and on and on—haters gonna hate, right?
Well, after this backlash, Gisele and Under Armour decided to respond to the negativity by turning it into powerful motivation.
"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," Bündchen 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."
So in the clip, we see the model kick boxing and hitting a punching bag with force while the insults and derogatory words, along with encouragement flash behind her.
The ad's final message appears on the screen at the end: "I Will What I Want." It's a statement that encourages women to choose for themselves, and one that sums up an even bigger reality of judgement that women constantly face from the media and from society. Plus it's great to watch the generally cool, calm and collected Gisele kick some serious ass.
It's great to see Under Armour highlighting so many positive, athletic women in these ads.