Latest Under Armour 'Rule Yourself' spot puts Michael Phelps through his paces

Under Armour, the sportswear brand has launched a third film as part of its 'Rule Yourself' campaign featuring world championship swimmer Michael Phelps.

‘Rule Yourself’ was introduced last year with a spot showing three US athletes multiplying into an athlete army as they train and finishing with the line ‘You are the sum of all your training’.

The campaign’s tagline: ‘It’s what you do in the dark that will put you in the light’ has already been illustrated with two ads, one for UK audiences starring Manchester United footballer Memphis Depay and the other for the US, featuring members of the USA women's gymnastics team.

The latest film highlights the all-consuming nature of Phelps’ training.

"In our eyes, there is no one who can tell the story of what it takes to be successful in training better than Michael Phelps," said Adrienne Lofton, senior vice president, global brand marketing, Under Armour.

"Despite Michael’s visibility in the public sphere, it is the work he puts in behind the scenes that truly defines his quest for greatness. By shining a light on those moments in this campaign, we hope to inspire all athletes to push beyond their perceived limitations."

Brand: Under Armour

Agency: Droga5


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