Adrienne Lofton | Influence 100
Adrienne Lofton

Adrienne Lofton 

SVP, Brand Marketing
Under Armour

Lofton is credited as one of the forces behind Under Armour’s breathtaking “I Will What I Want” campaign. “Inside of the words 'I Will' is the motivation that we want to deliver at every single turn," Lofton told AdWeek. "It's about allowing women to have the platform to show that they can absolutely break barriers, they can absolutely set records, they can absolutely be some of the best in the world."

It’s this “underdog spirit” that is so powerful and makes Under Armour’s marketing resonate with athletes from all sports — from basketball to boxing to ballet. Lofton has been with Under Armour since 2008, but took a breather from April 2013 to December 2014 to be CMO of the Dockers brand at Levi Strauss. Before Under Armour, she had stints at Target, General Motors and Gap.