Via Forbes

Not too long ago, the only clothing Under Armour sold to women were men’s size smalls. As billionaire Kevin Plank put it recently, his team’s best attempt to go after the huge and growing women’s athletics and leisure market was to “shrink it and pink it.

Now, the sportswear company is going after the women’s market like never before — and taking direct aim at their main rival in this lucrative sector, yogawear giant Lululemon.

They’ve recruited powerful help in the form of the world’s highest-paid supermodel Gisele Bündchen, who stars in a new short film and digital campaign released on Thursday.

In the 60-second spot, Gisele is shown kickboxing alone in a gym while real-life criticism and commentary about her from the social media peanut gallery is projected on the walls. “Stick to modeling, sweetie,” reads one such post. “She’s perfect,” reads another, alongside “she’s way too skinny.” … Read more.