--- title: Gisele Bündchen Stars in New Under Armour Ad After Misty Copeland description: Don't call her "just a model" canonical: https://time.com/3269386/gisele-bundchen-under-armour-commercial/ author: Eliana Dockterman article:opinion: false article:content_tier: free article:published_time: 2014-09-04T18:12:35.000Z article:modified_time: 2026-04-13T08:55:55.334Z og:title: Gisele Bündchen Stars in New Under Armour Ad After Misty Copeland og:description: Don't call her "just a model" og:url: https://time.com/3269386/gisele-bundchen-under-armour-commercial/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt1d8a1e14f56056a6/6986a20a169ab0045c27b051/gisele-bc3bcndchen.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 og:image:width: 1200 og:image:height: 675 og:image:alt: Brazilian supermodel Gisele Bundchen presents a creation by Colcci during the 2014 Winter collections of the Sao Paulo Fashion Week in Sao Paulo, Brazil, on October 31, 2013. og:type: article twitter:card: summary_large_image twitter:title: Gisele Bündchen Stars in New Under Armour Ad After Misty Copeland twitter:description: Don't call her "just a model" twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt1d8a1e14f56056a6/6986a20a169ab0045c27b051/gisele-bc3bcndchen.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  # Watch Gisele Bündchen Kick Butt in This New Under Armour Commercial  by [Eliana Dockterman](/author/eliana-dockterman/)  ## Eliana Dockterman Correspondent Sep 4, 2014 6:12 PM CUT  Brazilian supermodel Gisele Bundchen presents a creation by Colcci during the 2014 Winter collections of the Sao Paulo Fashion Week in Sao Paulo, Brazil, on October 31, 2013. Brazilian supermodel Gisele Bundchen presents a creation by Colcci during the 2014 Winter collections of the Sao Paulo Fashion Week in Sao Paulo, Brazil, on October 31, 2013.Nelson Almeida—AFP/Getty Images  by [Eliana Dockterman](/author/eliana-dockterman/)  ## Eliana Dockterman Correspondent Sep 4, 2014 6:12 PM CUT Under Armour kicked off its new [multi-million dollar women’s campaign](http://time.com/3083114/misty-copeland-under-armour-i-will-what-i-want/ "undefined") with an advertisement featuring ballerina Misty Copeland. The [video of the American Ballet Theater soloist](http://time.com/3083114/misty-copeland-under-armour-i-will-what-i-want/ "undefined") dancing, as a young girls’ voice read a rejection letter to a dance program in the background, went viral. “I will what I want,” the campaign slogan read. For its next commercial in the series, Under Armour turned to a more familiar face: supermodel Gisele Bündchen. When the company initially announced the partnership, some responded on social media with skepticism: A ballerina is arguably an athlete, but a model? Under Armour embraced the controversy in the new ad, which shows the insanely fit Gisele pummeling a punching bag while critical tweets like “Stick to modeling, sweetie” and “Gisele is soooo fake” flash behind her. “This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the pressures and criticisms we may encounter,” Bündchen said in a statement. “Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.” Though Under Armour has long been known for ultra-masculine commercials featuring football players, the new campaign—which includes Copeland, Bündchen, and Lindsey Vonn—aims to rebrand the athletic company as a place where empowered women can shop for high-endurance and fashionable gear. It’s a smart move for Under Armour: they currently only make 30% of their sales to women, even though women-focused yoga brands like Lululemon Athletic are raking in $1.6 million per year. Under Armour hopes its new campaign will [help it to cannibalize Lululemon and Nike’s yoga pants and women’s sneaker sales](http://time.com/3083114/misty-copeland-under-armour-i-will-what-i-want/ "undefined"). ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3269386/gisele-bundchen-under-armour-commercial/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3269386/gisele-bundchen-under-armour-commercial/"},"headline":"Watch Gisele Bündchen Kick Butt in This New Under Armour Commercial","datePublished":"2014-09-04T18:12:35.000Z","dateModified":"2026-04-13T08:55:55.334Z","description":"Don't call her \"just a model\"","url":"https://time.com/3269386/gisele-bundchen-under-armour-commercial/","keywords":["Living","Media"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt1d8a1e14f56056a6/6986a20a169ab0045c27b051/gisele-bc3bcndchen.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Eliana Dockterman","jobTitle":"Correspondent","url":"https://time.com/author/eliana-dockterman/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt1d8a1e14f56056a6/6986a20a169ab0045c27b051/gisele-bc3bcndchen.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Brazilian supermodel Gisele Bundchen presents a creation by Colcci during the 2014 Winter collections of the Sao Paulo Fashion Week in Sao Paulo, Brazil, on October 31, 2013.","caption":"Brazilian supermodel Gisele Bundchen presents a creation by Colcci during the 2014 Winter collections of the Sao Paulo Fashion Week in Sao Paulo, Brazil, on October 31, 2013.","creditText":"Nelson Almeida—AFP/Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-living/","name":"Living"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3269386/gisele-bundchen-under-armour-commercial/","name":"Watch Gisele Bündchen Kick Butt in This New Under Armour Commercial"}}]}] ```