Under Armour made a video about how she rose above adversity( the voice-over is from a rejection letter saying that her body was completely wrong for ballet), showing her dancing in a formfitting sports bra and pants that reveal her curvier physique.
A Gisele Bündchen film followed the same convention-breaking formula but mashed up incongruous crowdcultures to provoke a social media response. The former Victoria’ s Secret star is usually portrayed within the glamorous world of runways and celebrity hobnobbing. Under Armour broke the frame by placing her in what was essentially an old Nike ad: a backstage video of Gisele in an intense kickboxing workout. The company announced the partnership ahead of filming. It immediately stirred up the crowdculture: Sports fans were cynical, Gisele fans were curious, fashionistas were puzzled, and feminists simply loved it. Under Armour’ s agency scraped all this commentary from the web and projected quotes from the digital discussion on the walls behind her. The resulting video shows Gisele sweating and kicking the bag, ignoring the litany of digs surrounding her:“ Is posing now a sport?”“ She’ s not even pretty.”“ What’ s her sport, smiling?”“ Stick to modeling, sweetie.”
Under Armour succeeded because it innovated with ideology— using female celebrities to provocatively push against gender norms. The company aimed its communiqués directly at the crowdcultures that held those norms, which set off a firestorm of debate.
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