Under Armour "it's what you do in the dark that puts you in the light" by Droga5

Under Armour, the insurgent sportswear company that is rapidly gaining ground on established brands, has released ads featuring the Manchester United footballer Memphis Depay and the US women's gymnastics team for the second part of its "rule yourself" campaign.

Droga5 New York created the spots, which propagate the joy of missing out (a twist on the fear of missing out) by showing the athletes training doggedly in pursuit of success. The work was created by Toby Treyer-Evans and Laurie Howell, and directed by Martin de Thurah through Epoch Films.


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