I Will What I Want – Under Armor

I’m loving those new Under Armour ads. They’re a perfect follow up in the theme set by the Always #LikeaGirl Superbowl ads; crazy excellent women doing crazy excellent at the things they do. Misty Copeland, especially struck me as a a great model for this particular set of ads because I have experience with the dance and performance industry, and the voice-over used in her video really struck a chord. Under Armour especially does a great job expressing an emboldening message, while making their products look fantastic.

Any profession where the body is used as an outward vessel for expression incites criticism of the vessel. Calls for an idealization of the vessel that makes it so that expression through it is exclusive. Modeling is the same way, though Giselle Bundchen’s ad focuses on a slightly different issue. There’s this odd tendency in all visual arts, from videography to photography to writing to watercolor to etching to dance, that dehumanizes the subject, and concentrates them down to that moment. At best, art gives a summary. We can’t forget that there’re always more to the story.

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