While the new "I Will" campaign recalls the old "Will you protect this house?" commercial that first helped the company become popular -- the respondents always answered "I will!" -- the new spot released Tuesday focuses on an area that has become increasingly important: high-end technology and innovation.
Let's just say that the commercial ends with a woman adjusting the composition and color of her clothing by using a touch screen built into her sleeve. That kind of high-end technology and innovation.
Of course no such product exists yet -- nor is anything of the sort actually in the works, according to CEO and founder
The company also released details on its Armour 39 product line, which has been in the works for several years and focuses on measuring "will power." The product -- a tiny diagnostic computer that you wear strapped around your chest -- monitors heart rate, calories burned and intensity, and ultimately produces a "WILLpower" score. There are, as you could probably guess, several proprietary and advanced algorithms involved in all this.
The product costs $149.99, and you can download a free application onto your phone or tablet that will deliver the diagnostics. If you'd prefer not to use that method, a watch is available for $200 that syncs with the device and provides readings.
Under Armour first introduced the concept of rating the quality of an athlete's exertion in February 2011, when it fitted players bound for the
A pre-order sale for Armour 39 will begin on the company's website Friday, but the product won't be available until March. It will be sold through the online store and exclusively -- at least at first -- at the Under Armour Brand House scheduled to open Saturday in
Here's a video introducing Armour 39.
And here's the new commercial. It's interesting to note that much of it centers on Canelo Alvarez, the young Mexican light middleweight