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Under Armour’s ‘will’ power

Once upon a time, Under Armour asked — actually, more like demanded — that we “protect this house.” In its marketing campaign launched this week, the Baltimore-based performance athletic gear manufacturer is saying, “I will.”

Under Armour will debut an “I will” commercial on Saturday during TNT’s NBA All-Star Weekend coverage. The spot features Washington Nationals outfielder Bryce Harper, Charlotte Hornets guard Kemba Walker, top 20 women’s tennis player Sloane Stephens and boxing champion Canelo Alvarez.

Here’s the commercial:

The company is highlighting its Armour39, a digital performance monitoring system that launches next month.

“This is a training product,” Mark Oleson, director of innovation and research for Under Armour, told CNET. “It sets itself apart by measuring athletic performance.”

Armour39 can be linked to Android devices, and it will retail at $149.99.