I Will is a digital campaign empowering women striving to improve their health and wellbeing through setting goals, tracking progress, and sharing their personal set backs and successes along the way. 


Under Armour Global Brand Creative Environments team


Use Under Armour's brand values to empower all athletes, as a platform to share women's remarkable feats of fitness and health. The objective is to inspire women to be active through an engaging physical experience.


The initiative began with the activation of a digital wall that exhibited women's goals populating the #IWILL. The content was generated by women documenting their personal fitness goals. This display reflects women of all levels of fitness working hard to better themselves.