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“I Will What I Want.” The Powerful Statement Behind Under Armour’s New Campaign

Under Armour’s commercials traditionally focus on the gritty, tough side of athleticism, sending the message that wearing their products will turn you into some muscled, gruff super-athlete. With its new women’s campaign, however, Under Armour is taking a different approach.

The campaign began with an ad featuring ballerina Misty Copeland. A pioneer in her field, Copeland is one of the only African-American dancers to be a part of the American Ballet Theater (ABT). In her commercial, she demonstrates her athletic ability and grace while a young girl’s voice reads a rejection letter from ABT; the rejection letter Copeland received when she initially applied.

In the letter, Copeland is told she has the wrong body for ballet and is too old to be considered for the program. She has clearly proved the letter writer wrong as she proudly dances across a stage while her credentials are displayed: Soloist, American Ballet Theater.

The ad went viral, and so did its message, “I will what I want.”


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The No-Fail Guide to Buying the Right Sports Bra, Plus 3 to Try

sports bras

For women, the right sports bra is often the most important piece of gear no matter what sport you do. But because the requirements for running are different than those of yoga, or cycling, or Zumba, it’s hard to find one bra that works for everything you want to do. That’s why I have about 20 sports bras in my closet (I know, I know) and I’m not alone: When I polled my female friends I found that most had somewhere between 3 and 30+ sports bras (no joke!).

But it is possible to cull that number at least a little. LaJean Lawson, PhD, a sports and exercise expert who has consulted sports bra makers for a couple of decades, suggests trying on a sports bra before buying it so you don’t get strapped with a not-quite-right bra. (Ordering several from a shop with a liberal return policy works too!) Before committing, put your over-the-shoulder-boulder-holder through this series of tests:

  • The bend over: Lean forward and see if your cleavage spills over the top. This is ultra important in yoga, which has a ton of upside down poses, but spillover can also be an indication that the bra doesn’t fit right and won’t contain your assets during jumping and running.
  • The bounce: Jump up and down and watch your reflection in the mirror. If your cleavage moves more than one inch up and down this isn’t the right level or support or size for you.
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