The "I Will What I Want" campaign by Under Armour was a notable marketing initiative that aimed to empower women in sports and fitness. Launched in 2014, this campaign featured a series of advertisements and digital content showcasing female athletes and highlighting their determination to overcome obstacles and achieve their goals.

One of the most prominent figures associated with this campaign was ballerina Misty Copeland, who became the face of "I Will What I Want." Her story of breaking barriers in the ballet world and achieving success despite facing criticism and adversity resonated with the campaign's message.

The "I Will What I Want" campaign sought to inspire women to pursue their passions in sports and fitness and to defy societal expectations and stereotypes. It emphasized the idea that success is not limited by gender or external opinions but is driven by one's inner determination and willpower.