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Under Armour is shifting creatively from brawny footballers to ballerinas.
Pivoting from its usual focus on men's athletic apparel, UA CEO Kevin Plank announced the brand's biggest-ever women's ad campaign in New York on Thursday.
The first spot stars ballerina Misty Copeland. She'll be the face of UA's new "I Will What I Want" campaign, along with more famous female athletes: Olympic gold medalist Lindsey Vonn, tennis player Sloane Stephens and soccer star Kelley O'Hara.
Droga5 is creating the TV, print and digital campaign.
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