Gisele Bündchen, nouvelle égérie d’Under Armour

Gisele Bündchen est la nouvelle égérie et le nouveau visage de la campagne Under Armour « I will what I want ». C’est dans une vidéo qu’on découvre le mannequin en action.

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Seule face au sac de sable dans une pièce vide, Gisele Bündchen s’entraine comme une athlète. De nombreuses phrases, des tweets, apparaissent autour d’elle positives comme négatives mais la morale de la vidéo et le fil conducteur de la campagne d’Under Armour est de devenir qui ont veut, « I will what I want » et de ne s’écouter que soi-même. Cette vidéo montre également que le métier de mannequin est strict et que le sport est primordial pour garder un corps de rêve comme celui de Gisele qui a 34 ans.

Son mari, le quarterback des Patriots Tom Brady est également en contrat avec Under Armour, on peut donc s’attendre à une apparition du couple dans la suite de la campagne.

Pour rappel, Gisele Bündchen est le mannequin le mieux payé au monde, l’avoir comme égérie assure à Under Armour une grande visibilité et lui permet de mettre en avant ses produits destinés aux femmes qui sont un marché en croissance pour la marque.

Avoir Gisele Bündchen comme égérie permet à Under Armour d’élargir sa cible et ne se concentre plus sur une cible purement sportive, la marque souhaite éveiller le sportif qui dort en chacun de nous et nous incite à devenir la personne que nous souhaitons. Utiliser des ambassadeurs qui ne sont pas des sportifs professionnels est la stratégie adoptée par Under Armour pour toucher la cible féminine, cette vidéo avec Gisele Bündchen fait écho à celle tournée avec la ballerine Misty Copeland.

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