Under Armour has an on-going attempt to make its presence in the women’s market even larger than its presence in the men’s market . The most recent success is a campaign titled “I Will What I Want”
which inspires and empowers women to do what they want to do. Todays culture is saturated with campaigns that motivate women to reach their goals, so this campaign titled “I Did” does not motivate, it instead celebrates the achievements of women in the world of sport and reinforces the confidence of modern day equality and the place women now hold in society.