Under Armour has just launched their new #WEWILL campaign, an evolution of the brand’s signature I WILL that highlights how sports has the power to unite and inspireThe spot features a who’s who of Under Armour athletes from around the world, including Stephen Curry, Cam Newton, Bryce Harper, Julio Jones, Jordan Spieth, and many more.

This campaign is utilizing the MyFitnessPal blog to host not only the new film, but the brand narrative about the power of sports to inspire and act as a catalyst for change. The MyFitnessPal blog is a showcase for personal stories of transformation and success for people of all walks of life.

In light of the devastation caused by Hurricane Harvey, Under Armour wanted to use the power of sport to unite, inspire and rally around a common cause. Their message with this campaign is that sports will change the world… To do this Under Armour has joined in on the relief efforts by partnering with Team Rubicon, a first responder organization who deploys former service members to emergency situations. Their goals are as follows:

  • Securing the safety of all those affected
  • Stabilizing the community and getting residents back home
  • Returning kids to school and sports

You can learn more about Under Armour’s #WEWILL campaign, including watching and reading the film and narrative, by clicking here. You can also learn more about Team Rubicon by visiting their website.