Under Armour introduced the new campaign and the brand's latest product innovations with the help of renowned daytime talk show host Ellen DeGeneris who has become the Under Armour ambassador for the I WON’T campaign. Ms. Degeneris has played a vital role in the development of the I WON’T campaign inviting viewers to submit tapes describing what they won’t do any longer. Some of the winning responses featured coming from all walks of life, both young and old, on the show were as follows:
I won’t just sit around watching tv 7 hours a day eating doritos and oreos, nope I won’t
I won’t give up on us darling even though you dumped me because I weigh 300 pounds
I won’t go back to eating three big macs, nope I am cutting down to two
I won’t never ever ever get back together
But that is just the beginning.