Gisele Bundchen Stars in New Under Armour Campaign; World's Highest Paid Supermodel Shows Public She Is Not 'Just a Model' [PHOTO]

Gisele Bundchen, also known as the world's highest paid supermodel, is now starring in a campaign for Under Armour, a brand built on its image of masculine exercise attire. The LA Times reports that the ad campaign depicts Bundchen taking out her aggression on a punching bag while wearing the brand's new clothing targeted at women.

The campaign first started out with an advertisement featuring ballerina Misty Copeland dancing while a young girl's voice read a rejection letter to a dance program in the background. According to Time, the slogan of the campaign is "I will what I want," and works to empower women. Bundchen is similarly empowered, as she works out while critical tweets flash behind her such as "Stick to modeling, sweetie," and "Gisele is sooo fake."

During a recent episode of the Tonight Show, host Jimmy Fallon asked Gisele how she felt about the ad campaign's effort to flip female athletic stereotypes. "I like to think I'm an athlete...I mean I like sports and I was thinking, I really like the idea. Their campaign is not just athletes. Its really about women's strength and about [how] 'will what you want' is not listening to the outside noise and really focusing [on] your goals. So that's the idea: it's about empowering and strong women," she said, further highlighting the campaign's main message.

Time reports that Under Armour has long been known for their ultra-masculine ads featuring football players, and that the company is making a smart move by opening up a women's market.  As of now, they only make 30% of their sales to women, and have big competition such as women-focused brand LuluLemon Athletic, which currently brings in $1.6 million per year.

USA Today reports that Bundchen's ad campaign has already added more than $590 million to the company's market cap this past Tuesday, revealing the immediate effectiveness of her presence in the campaign.

Tags
Gisele Bundchen
Under Armour
Supermodel
Stereotype
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