Gisele Bundchen is one of the new faces of the Under Armour athletic brand, joining ballerina Misty Copeland, tennis player Sloane Stephens, skier Lindsey Vonn and others in the effort — called I Will What I Want — to reach a female market. The five-year, $25 million contract is the largest of her career so far. And an interesting choice given Bundchen’s career in fashion and beauty, with contracts spanning Victoria’s Secret, Pantene shampoo and Versace.
Under Armour announced that it was going to launch its first global campaign targeting women back in June. The $15 million effort is meant to help grow the company’s sales in women’s apparel. Under Armour sells $500 million per year in merchandise, about a third of it in women’s gear.
But there are some who are anti-Gisele for this gig, mostly because she’s a supermodel and not an athlete.
Gisele and Under Armour aren’t taking the criticism lying down.