BALTIMORE (WJZ/The Baltimore Sun) — Days after Under Armour lost its bid for Kevin Durant as its spokesman to Nike, the Baltimore-based sports apparel brand signed Gisele Bundchen, according to our media partner The Baltimore Sun.

This move reflects the brand’s recent push to target women, according to the Sun, and marketing experts say it was a smart move.

In light of the news, Under Armour’s shares increased by 4 percent, closing the day at $71.13 each.

The company released a 30- second teaser video on You Tube Tuesday morning.

“Under Armour announces the signing of Gisele Bundchen, international fashion icon and athletic female, as the latest addition to the ‘I Will What I Want’ campaign,” the company said in an emailed statement to The Baltimore Sun after posting the video.

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