Originally published on Marie Claire Australia. View it here.
The critics may be tough, but Gisele Bündchen is tougher.
When the supermodel, and Forbes’ highest earning supermodel , was announced as the first non-athletic spokesperson for American active wear brand Under Armour, Bündchen was ready to prove herself to the haters. The ad for the “I Will What I Want” campaign premiered on Thursday, showing Bündchen kickboxing as negative comments like, “Stick to modelling sweetie,” canvas the walls around her.
Visibly puffed and sweaty, her athletic prowess could not be doubted. The deeper the insults, the harder she punches. But given Bündchen’s incredible abs at least, was there really any doubt about her ability?
According to Under Armour, there was. The brand seemed to be prepared for the controversy of signing a model over a traditional athlete to its brand, with Leanne Fremar, Under Armour's creative director of its women’s division telling The Cut, “We are expecting that there will be people that question the authenticity of our choice and the authenticity of women’s choices. All of that commentary will be there for the audience to see in real time.”
The “I Will What I Want” campaign aims to celebrate powerful women and strength, with ballerina Misty Copeland and skier Lindsay Vonn having previously been featured.