SectorFashion/clothing, Media / Entertainment Brands and Sport brands
Somber film from Droga5 captures champion's finale prep
The latest short film from Under Armour features champion swimmer Michael Phelps. The 90-second Droga5 spot follows Phelps – the most decorated Olympian in history – through the dedicated workouts and brutal recovery sessions that shape his body into an aerodynamic torpedo as he trains for the 2016 Rio de Janeiro Summer Olympic Games. Two previous spots focused on the US Women’s Gymnastics team and European soccer player Memphis Depay. The campaign flips the traditional training narrative – rather than lamenting the activities their sport forces them to kiss, these athletes know the long hours of unseen labor pay off in the spotlight.