By Minda Smiley

Imagine being criticised by strangers while trying to get through a workout. That’s exactly what happens to supermodel Gisele Bündchen in Under Armour’s ‘I Will What I Want’ video that launched last autumn. As Bündchen kicks and punches a large bag, real life social media comments, posted in response to her signing with Under Armour just days earlier, are projected on the walls around her, saying things like ‘stick to modeling sweetie’ and ‘she’s old’.

Compared to Under Armour’s other athletic stars including ballerina Misty Copeland and soccer star Kelley O’Hara, Bündchen may seem an odd choice. But as the company Read full story ›

Source: The Drum