Yesterday, Feb. 12, Under Armour started off its largest global advertising campaign ever on the internet, which will also have its debut on U.S. television with spots during NBA's All-Star weekend on Saturday. The initiative is called “I will” and features sports stars like the boxer Canelo Alvarez, the tennis player Sloane Stephens and the basketballer Kemba Walker among others. The marketing effort is supported by the introduction of new products which were presented yesterday with the help of NFL Pro Bowler Arian Foster and ex-MMA champion Gina Carano. The whole campaign will enjoy extra support from various activities such as the micro site http://www.IWILL.ua.com, grassroots activities, social competitions and international extensions. Under Armour has also come up with the Armour39 system, a type of digital performance system designed to improve the athlete's training by detecting additional physical resources.

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