Don't Call Her "Just a Model".

[RiffRandell]

Gisele looks like she can kick some ass. I'm backing off Brady....just a little. Watch the video.....damn.

Under Armour kicked off its new multi-million dollar women’s campaign with an advertisement featuring ballerina Misty Copeland. The video of the American Ballet Theater soloist 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.

[rocktivity]

1. Well, she can do athletic things

but that's not the same as being an athlete.


rocktivity

[RiffRandell]

2. Talk to Under Armour.

They embraced the controversy.

[rocktivity]

6. Under Armour has MANUFACTURED a controversy.

Last edited Mon Sep 8, 2014, 12:13 PM - Edit history (3)

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.”

"Wanting" to be paid for looking as good as possible for as long as possible is certainly as tough a job, and as worthy a goal, as -- well, being the best skier or dancer possible. But why is being "just" a model a negativity in itself? Transforming fashion modeling into anything loftier is just tomfoolery.


rocktvity

[RiffRandell]

7. I thought that referred to her haters on social media.

I don't think I'll ever live long enough to see a day where a controversy (and I'm using the term loosely) isn't manufactured.

[rocktivity]

9. DING DING DING! RiffRandell, you're our grand prize winner!

Last edited Mon Feb 2, 2015, 05:46 PM - Edit history (1)

I don't think I'll ever live long enough to see a day where a controversy (and I'm using the term loosely) isn't manufactured.

And you are ABSOLUTELY RIGHT to "use the term 'controversy' loosely," because the CORRECT term to use in Giselle's case is "jealousy!"

People don't "hate" Giselle, they envy her. And they envy her because they see her as someone whose looks relieve her from having to work hard at anything -- not at being smart, not at having any kind of talent, not at making tons of money, not at MARRYING tons of money. Oh, but models do have to work at staying gorgeous and skinny, thus Giselle's "inclusion" in the ad campaign. Under Armour is asking us to consider the three women equals, but I think not: whereas Misty Copeland and Lindsey Vonn do athletic things in order to KEEP ON doing athletic things, Giselle does athletic things in order to keep on getting her picture taken -- hardly, as you say, the stuff of "controversy..."


rocktivity

[RiffRandell]

10. You really don't know that much about her, do you?

Fuck facts; she's just a model!

Bündchen donated $150,000 to Brazil's Zero Hunger program. She designed a limited necklace edition for Harper's Bazaar, crafted by jewelers Gumuchian Fils. These necklaces were sold to raise money for St. Jude Children's Research Hospital. She contributed an autographed iPod loaded with a personal playlist to be auctioned off, with all proceeds benefiting Music Rising, a campaign founded in 2005 to replace lost or destroyed instruments of musicians in the Gulf Coast Region after the hurricane disasters.[107] In 2006, Bündchen became the face of American Express Red, part of the Product Red initiative. A portion of earnings from this credit card are donated to HIV/AIDS victims in Africa.[108] In 2009, she appeared on 30 covers of the international issues of Elle magazines wearing Product Red clothing and posing with products from companies who support the same cause.[109][110]

She has helped raise money for cancer research and treatment,[111] victims of Hurricane Katrina,[112] and the 2011 Tōhoku earthquake and tsunami for which she donated a check for $1 million to the earthquake fund created by the Japanese Red Cross Society sending $250,000 to the Pacific Tsunami Fund and Save the Children and another $250,000 to a Japanese Red Cross earthquake fund.[113] Bündchen opened The Luz Foundation in 2007, a grant-making organization advocating the empowerment of young girls. She donates a percentage of her earnings to help with their projects.[114] In 2008 Bündchen auctioned a collection of diamonds for charity. The collection featured a 6-carat diamond ring worth $120,000 – $150,000, and a 3.35-carat Sabbadini diamond ring worth $15,000 – $20,000. A percentage of the proceeds from the auction went to Russell Simmons' Diamond Empowerment Fund, whose mission is to raise money to support education initiatives in countries where diamonds are a natural resource.[115] In 2010 she wrote a $1.5 million check to the Red Cross to aid the relief effort in Haiti after seeing the devastation done by the earthquake.[116]

Bündchen made a surprise visit to patients at the Jimmy Fund Clinic at the Dana-Farber Cancer Institute in Boston.[117] In 2011, Bündchen was added to The Giving Back Fund's list of celebs who made the largest donations to charity.[118] In June 2012 she helped launch a beauty contest in Brazil, Top Kufa Brazil, to find new faces in Brazilian favelas. This was the first national competition of beauty played exclusively by candidates between 18 and 22 years who live in underserved communities, created by the Central Union of Slums and Pantene, the brand which Gisele is the face of.[119]

Bündchen dedicates part of her website to environmental issues. She launched a "green" blog in 2008 with the aim of "reflecting on socio-environmental issues that we can do something about". In May 2009, she co-hosted the Rainforest Alliance's annual gala to honor leaders in sustainability.[123] Bündchen has also supported a variety of environmental causes, including clean water initiatives,[22] environmental sustainability,[22] and preservation of South American rainforests.[124] In 2007 she took part in eBay Giving Works, eBay's program dedicated to charity listings online auction for the WWF, with 100% of the proceeds going to the World Wildlife Fund's global conservation initiatives, especially those involved in the fight against climate change.[125]

In 2008 she appeared on the cover of US magazine American Photo to promote her Forests of the Future project for the reforestation of the Brazilian Atlantic Forest. The initiative, which was set up with SOS Mata Atlantica in 2004, has planted over 1 million new trees in Bündchen's name to start reforestation of the Brazilian rainforests.[126] In May 2011 Bündchen was named Harvard's 2011 Global Environmental Citizen in recognition of her eco-efforts.[127] In November 2011, she was awarded Greenest Celebrity at the 2011 International Green awards at the National History Museum of London. Each year the Green Awards honors a celebrity who has been the most creative and innovative in the approach of sustainability of the environment. An online public vote took place and Bündchen was the winner, beating Paul McCartney and Miguel Bose

Bundchen ranked No. 15 on Forbes's 30 most generous celebrities list in 2012.[120]

http://en.wikipedia.org/wiki/Gisele_B%C3%BCndchen

[rocktivity]

11. Little to none of which she would have had the time, status, or money to accomplish

Last edited Sat Sep 6, 2014, 01:59 AM - Edit history (3)

If she weren't a high-end fashion model. I myself don't have any kind of problem with high-end fashion models -- I'm saying I think it's crappy that Under Armour is implying that there is.

I rest my case!


rocktivity

[VanillaRhapsody]

4. that is exactly what I was thinking.....those girls in that business cannot afford to lift

anything much heavier than a fork less they they develop some actual body muscle! If a very thin woman is working out regularly she WILL have definition in her arms...if she is not weight lifting by doing aerobics or running or biking instead....she would have more muscle tone visible in her legs....oh and most women's legs build muscle very easily...especially the calves much like men's biceps do...

[RiffRandell]

5. It sends a great message to women.

Did you the read messages in the background?

Watch the ballerina video...that's awesome too...I'm having a problem loading that one which is my excuse for all the extra space.

[hughee99]

8. Professional athlete? Of course not.

Being an athlete isn't the same as being a professional athlete, though.

[In_The_Wind]

3. Staying focused on what matters is the smartest way to succeed.

The message delivered by this video is a great one. I'll check out Under Armour.