Nike outbid Under Armour earlier this week in a fight to secure Kevin Durant’s endorsement. The world’s largest sporting goods maker topped Under Armour’s $200 million, ten-year offer with a $350 million deal to secure the NBA’s 2013 MVP.
Maryland-based Under Armour responded with a vow to continue courting top athletes and also announcing it signed a multiyear contact with supermodel Gisele Bundchen. Though Mr. Bundchen, Patriots quarterback Tom Brady, has been with Under Armour since 2010, it's his wife's first endorsement with the brand. Under Armour followed the announcement by releasing a new "I WILL WHAT I WANT" video on Thursday featuring the former Victoria's Secret Angel. Taking the tone from its earlier video with ballerina Misty Copeland, Bundchen’s video focuses on her athleticism and shutting out critics and detractors.