Under Armour kicked off its new multi-million dollar women’s campaign with an advertisement featuring supermodel Gisele Bündchen. When the company initially announced the partnership, some responded on social media with skepticism.

Under Armour embraced the controversy in the new ad, which shows Gisele pummeling a punching bag while critical tweets flash behind her.

"This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the pressures and criticisms we may encounter," Bündchen said in a statement. "Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals."